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Uber execs are really nasty, says Lyft

Technically Incorrect: In a new ad campaign, Lyft paints Uber's senior management as slick, unpleasant oafs.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.

Not a nice man.

Lyft/YouTube screenshot by Chris Matyszczyk/CNET

It's always been easy to like Uber's service.

It's always been a little harder to like its management. It's not just that they have been accused of threatening journalists. It's that their very persona tends to exude a certain smug nastiness that isn't always well-hidden.

In launching a new colorful way to get drivers and passengers to connect, Lyft -- so often portrayed as full of much nicer sorts -- has gone out of its way to feed into the nasty Uber image.

In four new ads, Lyft shows three top executives at Uber surveying its rival's new offering.

The executives are all dressed in grays and blacks. The CEO-type is an especially slick and not very bright individual.

Of course, Uber isn't actually named, but you know who this is supposed to be.

In one ad, an Uber exec suggests that the best way to slow Lyft drivers is Tryptophan, an amino acid found in turkeys that's supposed to send you to sleep.

Another ad shows the Uber execs being positively complacent about safety and background checks. In real life, the company has been criticized for its checks not being thorough. In this ad, the Uber CEO thinks a simple safe word will be enough. He settles on "Barbara," the name of a wife of one of his execs.

Yet another shows the execs snorting at Lyft's notion that you can tip within the app. Lyft claims it has given its drivers more than $100 million in tips. These Uber execs think this is "gross" and "stupid."

The final ad, perhaps the most entertaining, merely suggests that the CEO is an utter buffoon who thinks he isn't.

Uber didn't immediately respond to a request for comment on its portrayal here.

Though the ads are nicely played, I wonder how many in the outside world think of Uber's brand the way that some tech industry types do.

The Uber app remains simple, convenient and, more often than not, efficient. Can Lyft's portrayal here possibly stick to the slick?

They'd have to spend a lot of money to achieve that. $100 million would be a start.