Smart, creative advertising is sadly lacking in the industry. It's tough to put a number on it, but it's probably correct to say that less than 10% of all the advertising produced is genuinely clever, creative and inspiring.

But it's also true to say that while being trite and cliché is unacceptable, it's also a waste of time, energy and resources to overthink a project. Sadly, all too often creatives and ad agencies will let their egos get in the way and refuse to do something simple and effective.

And being overly clever, well that's almost as bad as being hackneyed.

When To Stay Simple - 5 Rules for Beginners

There are too many specific instances to list here, but the following five examples should give you a good idea of those times when you really should call a spade a spade.

1: The Call To Action

What do you want people to actually do? Do you want them to call a specific number? Do you want them to visit a website? Or send an email? Well, don't spend five hours in front a screen trying to invent some glorious new way to say "call now" or "click here." There may be exceptions to this, if you're doing something with a specific theme that has a distinct copy tonality, but in general get to the point. Quickly.

2: The Deal or Offer

You can be as uber-creative as you want when it comes to enticing the consumer, but when the time comes to tell them the offer, be as straight as an arrow.

Consider this:

It's time to double-down and slice the prices in two on our great sneaker deals!

Well, apart from being a pretty poor example of copywriting, it's also obscure.

What's happening? Some kind of sale, clearly, but what's on offer? And is it two-for-one?

Now try this:

50% off any pair of sneakers.

That's the deal. It's not smart, it's not clever, but it's the offer. No brainwork required.

3: The Tagline

The best taglines in the world are simple. Some would say deceptively simple, and that's a fair point. But rarely do the really clever taglines featuring wordplay and copywriting dexterity have the same impact as a simple, powerful phrase.

Let's look at ten taglines that are memorable, but simple.

1. Nike - Just Do It

2. BMW - The Ultimate Driving Machine

3. American Express - Don't Leave Home Without It

4. Avis - We Try Harder

5. Apple - Think Different

6. KFC - Finger Lickin' Good

7. Miller - It's Miller Time

8. Subway - Eat Fresh

9. L'Oreal - Because You're Worth It

10. FedEx - The World On Time

Nothing particularly clever or amazing about any of those, but they have impact. Just Do It, three little words but infinite attitude, has helped Nike become a brand leader. Now, let's look at some taglines that tried too hard:

1. Electrolux - Nothing Sucks Like An Electrolux

2. Chrysler - Inspiration Comes Standard

3. Dominos - Avoid The Noid

4. Mazda - Zoom Zoom

5. Radio Shack - Do Stuff

6. Ford - Drive One

7. American Airlines - We Know Why You Fly

8. Polaroid - The Fun Develops Instantly

9. Mobil - We Want You To Live

10. Tyson - We're Chicken

Whether a pun, a play on words, or a confusing notion, the 10 taglines about were doomed to failure, and all because they tried to hard and fell at the first hurdle.

4: Financial Products

There's a time and a place to be clever and impress people. But when it comes to money, don't get too smart. There's nothing wrong with some creativity in this arena, but keep it appropriate to the product and don't push it to the point where the consumer cannot figure out what you're saying.

Whether you're dealing with mortgages, car loans, 401k plans, Investments or anything else that requires a large chunk of someone's hard-earned money, keep it simple. If the target audience is in any doubt about where their money is going and what the company will do with it, they'll run away from you…quickly.

5: Political Campaigns

Something everyone accuses politicians of, and with good reason, is double-talk or two-facedness. Politicians have to be seen to be sending a clear message, and it cannot fall foul of that. If you're in the position of creating political ads, watch your step. There have been some great political ads in the past, including the awesome "would you buy a used car from this man" attack ads on Nixon.

But if you fail to stay on message in a clear, simple and straightforward way, your campaign could be confusing, or be seen as crass or flippant.

People want straight-talking politicians, and they expect the same from their ad campaigns. A punny, tricky headline or slogan will not help.