You may have caught wind over the weekend that Sprint is now using the Verizon “Can you hear me now?” pitchman from more than a decade ago. It’s true, Paul Marcarelli, his real name, recently made his debut in a couple of Sprint commercials, noting that he’s “with Sprint now,” ending one commercial with a witty “Can you hear that?” remark.

Well, yeah, Verizon heard it loud and clear, and it offered up a mighty burn for Sprint with its response. “They’re using our 2002 pitchman because they’re finally catching up to our 2002 network,” Verizon told CNET. Ouch, someone grab the aloe.

Verizon-iPhone-4-Can-You-Hear-Me-Now-guy

Remember this dude? He’s with Sprint now.

Sprint’s ads are clever, though. The carrier recently fell to fourth place behind T-Mobile among the big four U.S. wireless carriers and it needs to get customers back. Suggesting to customers that a very familiar pitchman has moved from Verizon over to its network might actually help the carrier improve its branding. Or it might continue to backfire.

Check out the ads below.