K.I.S.S.

Everyone know what is kiss, but you heard about KISS principle?
KISS is an acronym  for the design principle, but I think is very important rule in advertising as well, it stands for "Keep it simple and stupid!". Other variations are also "Keep it short and simple!" or "Keep it simple and straightforward!".

Unnecessary complexity should be avoided, a key goal to reach our goal should be simplicity.

Some benefits of KISS principle:

• You will be able to solve more problems, faster.
• You will be able to produce ads people will remember
• You will be able to build larger systems, easier to maintain
• Your ads will be more flexible, easier to extend, modify or refactor when new requirements arrive
• You will be able to achieve more than you ever imagined
• You will be able to work in large development groups and large projects since all the ads are stupid simple

Example:
Have you ever asked yourself what is difference between Marketing, PR, Advertising and Branding?
Do we need to read a thick book to find out the answere? :) (click on the picture for better resolution)
Do you have some more examples?

Ziga Anzlovar