It's always a big step when companies decide to advertise internationally. It means new customers, new exposure, and especially new profit. However, all it takes is just one silly faux pas to ruin a whole campaign.
Language is always a barrier and phrases are constantly being lost in translation. The famous and beloved 90s "Got Milk?" campaign hit a wall when trying to convert the ad into Spanish. Allegedly the translated quote ended up saying "Are you lactating?", which didn't make for an affective ad and it flopped.
Cultural expectations for what's appropriate also varies from country to country. A 2005 clothing ad was banned in France by the Catholic Church. The ad was based on Da Vinci's Last Supper with models looking fabulous while replicating the painting. China put a halt on all ads containing pigs in order to maintain peace with the Muslim population.