Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a product, and an experiential route, which evokes sensations, feelings, and imaginations. Whereas in developed markets the experiential route mostly drives persuasion, the functional route is a relatively more important driver in emerging markets. In addition, we find differential impact of local/global and traditional/modern, but not individualistic vs. collectivistic, ad appeals between emerging and developed markets. We discuss implications of our finding for advertising in emerging markets and for the development of a global consumer culture.