American advertising and brands don’t always work in Canada. It is important for Star Athletics to know how to get the brand advertised and accepted by Canadians without being offensive. For example, when Ford launched a commercial ad in both the US and Canada they had to create two different voiceovers for the same ad, one for Americans and one for Canadians. The voiceover for American Ford commercials was a strong, direct & husky male voice, which did not test well in Canada. The Canadian voiceover is more jovial and upbeat, which came across as less aggressive, more personable and sufficiently humble – qualities more acceptable to the Canadian market (Meyer,2016). This demonstrates that the approach that Star Athletics uses has to be receptive
