In its Super Bowl advertising debut, low-cost phone provider Mint Mobile compares your phone bill with chunky-style milk. Why? Because “that’s not right.”

The 30-second ad, created in-house with production assistance from Ruffian, was designed to be a “floater,” meaning it could air at any point during Sunday’s broadcast (though it ended up running in the game’s second quarter). 

Showing a family enthusiastically drinking—or rather, chewing—glasses of the semi-solid milk, the ad isn’t exactly appetite-inducing. “Chunky-Style Milk” is one in a series of “That’s Not Right” spots created by Mint, with others covering uncomfortable concepts from finger dipping to carpet showers.

Mint is one of four cell service brands that aired commercials during Super Bowl LIII, though the three-year-old company was certainly the smallest. Telecom giants  Sprint, T-Mobile and Verizon also broadcast Big Game spots in 2019.

BRAND: Mint Mobile 

YEAR: 2019

AGENCY: In-house

SUPER BOWL: LIII

QUARTER AIRED: Q2