Guest blogger James Cabral weighs in on creative cliches. (See Five Worst Creative Cliches.)
Irreverent - As in: "Our target LOVES irreverence. Do something irreverent." Irreverent, to me, means it either doesn't make sense to anyone or only a small group understands it. And the best part is, irreverent advertising doesn't sell anything but an inside joke to a few bozos. Beef jerky and .com companies love this stuff.