OK, I have worked long enough in advertising to know that sometimes, concept are not transposable from one language to another. Look at this ad for the SME (Small and Medium Entrprises) Banking for Audi Bank, in Arabic it says "we have big faith in small businesses" - a small word play but it works. Hey, did you just notice I did the concept in English and it worked? Which is kind of baffling to see the English language version of this ad as "we believe in small in businesses"... Not sure where the failure in adaptation happened. Or - most importantly - why?