That is Lyft’s new billboard on the corner of North Washington and Cooper Streets. From its North End perch, the billboard overlooks, among other things: the Rose Kennedy Greenway, the Bulfinch Triangle, and its ride-sharing rival’s new office.

Uber recently shifted its Boston headquarters to 239 Causeway Street, just around the corner from TD Garden. Across from the waterfront, Uber’s new office offers primetime seating for the slow-moving spectacle that all too often is Interstate 93 gridlock on the Zakim Bridge.

Which is why Lyft’s billboard is so in-your-face ruthless. Now, anyone who is sitting in I-93 southbound traffic, or stuck in the vehicular blackhole called the Bulfinch Triangle, will be forced to recognize the Uber alternative.

The billboard isn’t Lyft’s first marketing attempt in the Hub – but it sure is a lot less subtle.

Here’s an aerial look at this power move.