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This work is devoted to the study of the influence of cultural differences on the effectiveness of advertising in the international context. The main attention is paid to the theoretical aspects of international marketing communication, the essence of international marketing and intercultural differences. The study analyzed how cultural differences affect consumer behavior and perception of advertising messages. Examples of adapting advertising to different national cultures and successful strategies of intercultural communication of brands were considered. Special attention was paid to the comparative analysis of Nike brand advertising campaigns in different cultural contexts. The study showed that ignoring cultural differences can lead to a decrease in the effectiveness of advertising campaigns. As a result of the work, recommendations for advertisers were developed, including the need to conduct thorough research of target markets, adapt advertising messages and use local experts. This will improve the effectiveness of cross-cultural advertising strategies and allow for success in global markets.