Clichés are everywhere in advertising, but are they helpful shortcuts or just lazy writing? While they can make ideas instantly recognizable, overuse can make ads feel uninspired. Creative professionals across the industry are debating whether it’s time to abandon clichés for good or find ways to reinvent them.
The Problem with Clichés
Clichés became popular because they were once fresh and memorable. But when they get recycled too often, they lose their impact. Many creative directors argue that clichés make advertising forgettable. Brands that rely on tired phrases and predictable messaging risk blending into the background instead of standing out.
AI has added another layer to the discussion. Since AI generates content based on existing patterns, it’s naturally inclined to produce cliché-heavy copy. Some argue that creative teams should focus on sharpening their writing skills rather than relying on AI-generated text, which often lacks originality and emotional depth.
Finding the Balance
Not all clichés are bad. In some cases, they serve as useful mental shortcuts, helping audiences understand a message quickly. But for a campaign to be memorable, it needs a fresh perspective. A great example is Old Spice’s "The Man Your Man Could Smell Like," which took traditional masculine advertising tropes and flipped them into something absurdly entertaining.
Some brands use humor and self-awareness to breathe new life into clichés. Surreal’s marketing strategy, for example, plays with familiar advertising formats but twists them into something unexpected. Their tongue-in-cheek approach keeps their messaging engaging and avoids the trap of predictable copy.
The Role of AI in Copywriting
AI can generate endless variations of ad copy, but it lacks creativity and emotional intelligence. It can be a useful tool for brainstorming, but human oversight is essential to ensure the final product feels authentic. Writers and marketers need to act as editors, filtering out generic AI-generated phrases and refining the message to make it more impactful.
Where Advertising Should Go Next
Great copywriting is about taking risks and crafting messages that leave a lasting impression. The best brands avoid relying on overused phrases and instead create messaging that resonates with their audience in unexpected ways. By focusing on originality, brands can break free from clichés and create work that truly stands out.
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