T.G.I. Friday’s Channels Chili’s Jingle for Latest Salvo in Rib Wars

— -- The rib wars are on.

Remember that catchy song from a Chili’s commercial about someone wanting “my baby back, baby back, baby back ribs”?

It figures prominently in a new campaign by the casual dining chain’s rival, T.G.I. Friday’s.

Friday’s is launching a brand new ad that throws a direct punch at the Chili’s commercial, starting out with a few bars of a song about ribs that sounds a lot like the one from the popular Chili’s commercial, then seguing into this pitch: “They wrote a jingle about ribs … Friday’s is writing a symphony.”

Friday’s is also offering a new deal -- three kinds of rib on one plate with sides, all for $10.

It’s an attempt to lure back millions of customers that casual dining chains have been steadily losing.

For its part, Chili’s is trying to freshen its image to attract a new generation, with a commercial that declares: “At Chili’s … fresh is happening now.”

The saucy rib song made Chili’s a cultural icon. The popular boy band, 'N Sync, had its own version, as did the character, Fat Bastard, from the “Austin Powers” film series.