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A gridiron won’t be the only battleground on Sunday: The wireless industry, locked in an escalating fight for subscribers, is bringing its war to the Super Bowl.

Sprint on Wednesday night released a 30-second teaser for its spot, which will run in the third quarter, two days after T-Mobile unveiled its plan to return to the game.

In last year’s Super Bowl, Sprint aired a cutesy spot promoting its ‘”Framily plan,” with no mention of the competition. Its teaser for this year’s ad suggests a very different approach. It begins with an apology to Verizon and AT&T. “We recently compared you to a sheep in an advertisement,” a voiceover says in the teaser. “It was funny. It was really funny.”

Continue reading at AdAge.com