I heard a senior Art Director use this lovely expression at work today.
He was using it to refer to a TVC concept which was not strictly relevant to the proposition (but was kind of cool anyway), and which the writer had liberally slathered with words from the brief in order to make it look like it was on strategy.
Apparently, it stems from that episode of The Simpsons where Martin asks a props guy on a movie set why he's painting horse to look like a cow":
Martin: Uh, Sir, why don't you just use real cows?
Painter: Cows don't look like cows on film. You gotta use horses.
Ralph: What do you do if you want something that looks like a horse?
Painter: Eh, usually we just tape a bunch of cats together.