The world-renowned car sharing service Uber gave Mexico City commuters a shock recently, advertising their brand with an army of drones during peak traffic hours.

IN order to promote its carpool service, UberPOOL, the company hovered dozens of ad-carrying drones just above the cars, poking fun at motorists stuck in the gridlock.

The drones carried signs with passive-aggressive marketing slogans, saying things like “Driving by yourself?” and, in reference to the pollution caused by excessive traffic, “This is why you can never see the volcanoes.”

This new marketing technique is part of Uber’s push across the region, as Mexico City represents the number one city for Uber across the globe, according to Andrew Macdonald, Uber’s regional general manager for Latin America and Asia.

At the start of August, Uber conceded the Chinese carshare/taxi app market to rivals Didi Chuxing. In exchange for a 17.5% share in that company’s stock, Uber withdrew their service from the country entirely.

In order to recover somewhat from that loss, the company has clearly shifted its focus to Latin America. Brazil is Uber’s third biggest market country, after USA and India, and Mexico City and Sao Paulo are the top two busiest cities for Uber in the world, respectively.