Ride-hailing service Gett is taking a jab at Uber’s surge pricing in a new ad campaign in New York City.

Gett, an on-demand black-car app that’s available in more than 60 cities worldwide, has launched a humorous ad campaign in the Big Apple, taking aim at Uber’s pricing system.

Surge pricing can leap to 1.5 times the usual fare or higher, based on demand for rides at that time. Drivers are enticed to show up for pickups and make more income. In the ads, Gett emphasizes that it doesn’t have any surge fees.

Gett is placing its ads on 570 subway cars, phone kiosks, digital street-level billboards, and bus shelters around the city. It will be one of the first companies to advertise on the city’s new LinkNYC kiosks, where people can charge their phones, connect to Wi-Fi and access city maps and directions.

Tag lines for the ad campaign include, “You didn’t know what surging meant until you knew what Uber meant” and, “The temperature is surging. That’s something we’ll never do.”

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On the social media front, the company’s Twitter hashtag is #surgesucks. On its website, Gett promotes its “Surge-vivors Hall of Shame,” in which people submit their Uber receipts during surge periods. The contestant who paid the most for a surge price will win a $1,000 credit with Gett.

Gett received a $300 million strategic investment from Volkswagen Group last month. Founding in 2010, Gett has raised raised more than $520 million in venture funding. The company says it has served 50 million passengers globally to date.

Automotive News