T-Mobile is going big in a Super Bowl advertising push that features Internet celebrity Kim Kardashian. 

The new TV spot features Kardashian lamenting the practices of other carriers that don’t have rollover data. 

“Hi, I’m Kim. Each month millions of gigs of unused data are taken back by wireless companies. Tragic,” Kardashian proclaims in the deadpan of a public service announcement.

Kardashian then goes on to highlight T-Mobile’s recently launched Data Stash program, noting that customers can now use all that otherwise wasted data on viewing more photos and videos of her. 

According to a post on Forbes by Rob Siltanen, founder and chief creative officer of Siltanen & Partners, a Los Angeles-based advertising agency that produced Apple’s “To the crazy ones” commercial, a 30-second spot during the big game will sell for about $4 million this year.

Check out the commercial below: