They were uneasy and telling Chevron that the campaign would not work in their country because of the gesture in the ad when a dad gives a pat on the head to his kid. This scene, which closed all commercials in the campaign, was designed to express the parent's appreciation for the good brushing the child had done with the toothpaste. That gesture is not understood in Asian culture, although in America it is understood as approving a good action and in this case corresponds to a set of values such as helping kids to be more self-reliant in taking care of their hygiene and the concern parents have for their children's hygiene. But this technology does not necessarily make it easier to communicate interculturally because to effectively communicate we have to share meanings. This requires that we understand cultural differences and share cultural information.
Social customs are different in different parts of the world.
That's why it is impossible to give patterns of behavior applicable in every culture. It is important to analyze the cultural differences in order to communicate well abroad and be understood when doing business, public relations, marketing, publicity and politics. There'll be things we won't immediately understand or feel comfortable with. We have to respect each other and try to do our best being friendly, courteous, and dignified. And keep in mind that when traveling, we are guests in someone else's country.