Seasonal shots have been fired. T-Mobile's flamboyant CEO John Legere stars in this promotional video for the holidays, which features him solemnly reading a "magical story from the land of #Uncarrier." It opens innocuously enough with T-Mobile-branded Christmas decorations, before cutting to Legere reclining in a plush chair, pipe in hand. Set to the tune of "The Night Before Christmas," the tale begins with an outline of T-Mobile's strengths, but soon progresses into a bombardment of insults aimed at the competition.

It's an odd video, this isn't startling behavior from Legere, who is notoriously brash and ready with scathing descriptions about his peers. In the past, he has taken to calling AT&T and Verizon "greedy bastards," and even demanded that they "stop the bullshit" in reference to traditional subsidy models.