T-Mobile aired one commercial per quarter during Super Bowl LIII in a humorous ad blitz that saw the “Un-Carrier” promote T-Mobile Tuesdays, its three-year-old rewards program.

In “Holy Scroller,” the telecom giant’s first spot of the night, someone receives a novel-length text that touches on pilates, tigers, cereal and the sender’s “journey”—though T-Mobile insists on “keeping it brief,” saying that they simply offer “America’s best unlimited.” The ad marks the company’s sixth consecutive Super Bowl appearance.

The 30-second spot from Panay Films was the only one of the four to not explicitly mention T-Mobile Tuesdays or the carrier’s special offers.

"The core purpose of T-Mobile is to change wireless for good and forcing others to follow us," T-Mobile CMO Nick Drake told Ad Age, saying the company has forced its major rivals to follow suit on more than a dozen initiatives including offering unlimited data plans and similar rewards-based loyalty programs.

T-Mobile wasn’t the only phone carrier to advertise during this year’s Super Bowl. Sprint, Verizon and low-cost mobile virtual network operator Mint Mobile all aired commercials of their own.

BRAND: T-Mobile

YEAR: 2019

AGENCY: Panay Films

SUPER BOWL: LIII

QUARTER AIRED: Q1