Let's be honest

McDonald's is once again re-introducing its McRib sandwich for a limited time. 

The television commercial supporting the product shows a long-suffering customer waiting for McRibs to return and then rewarded with his favorite McD product.  No problem with that.  The only problem with this commercial is a simple adjective:  sumptuous.  The copy describes the McRib as "sumptuous."  Really?  Here's a dictionary definition of sumptuous. 

extremely costly, rich, luxurious, or magnificent 

There are things in this world that are truly sumptuous.  A McRib sandwich can be many good things, too, but "sumptuous" is a copywriter's fantasy.

When I worked for Leo Burnett advertising, the legend was that Leo kept a drawer full of folksy, honest and even "corny" descriptive adjectives.  He believed that a product that was honestly good had "inherent" values that didn't need to be pimped out by over-the-top writing.

I think it made advertising more believable.