Sprint "cuts your bill in half"

http://youtu.be/d4CZtsHN3l4 

      This is a Sprint commercial that played while I was using Spotify. It is a short 13 second ad with a man using an electric saw to "cut his bill in half". A peppy male voice informs you that if you bring in your AT&T or Verizon bill and turn in your phone, Sprint will put you on a new plan at half the price. I think the image of a man with an electric saw is an interesting choice for Sprint. This visual sets forth an implicit message that halving your bill will be empowering, which satisfies the need to dominate. You have the power to change the price of your cell service, and you are essentially dominating your phone bill.
     Another thing I found interesting was the offer to cut the bill in half only if you are switching out of an AT&T or Verizon contract. This is an example of the bribery technique, one often used by these sorts of companies. Sprint is trying to tempt cell users out of their brand loyalty with low prices. but which is more powerful, greed or the love-mark?