Apple seems to be re-learning the lesson that humor doesn't travel very well with the exporting of its latest ad campaign--you know the one--the PC guy and the Mac guy?

"The Mac guy looks like he is wearing Uniqlo, the Gap, or Muji. These say simple and low cost—low-end brands," says Ms. Kovarik. As for the PC guy looking like a nerd, "They're really quite revered now in Japanese culture," she says.

Let's hope they try a little harder when they get serious about marketing to China.

More on global humor, here and here.