spread it on thick

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spread it on thick

To exaggerate, aggrandize, or overstate some emotional experience, response, or appeal, such as blame, praise, flattery, excuses, etc. Jim carries on as though flattering the boss will get him a promotion, so he's always spreading it on thick for her. OK, Bob, I think Mary understands the trouble she's in, no need to spread it on so thick.
See also: on, spread, thick