JetBlue has made a name for itself delighting NYC 9 to 5-ers with its fun out of home stunts, including a deceptively keen talking billboard and a Coke vending machine that rewarded the generous with free flights. This time, the company is encouraging New Yorkers to outright steal to promote itself as "New York's Hometown Airline."

With the help of its agency Mullen Lowe, this week brand placed 185 gift vouchers in public spots all over New York's five boroughs. But they were kind of hiding in plain sight--the vouchers were giant peel-off posters that people literally had to tear down in order to redeem.

The #NYCTakeoff ad, created in both English and Spanish, urged people to rip them off their bus shelters and promised some pretty impressive swag -- roundtrip flight vouchers, NY Jets and Brooklyn Nets tickets, a scoop of Brooklyn's Blue Marble Ice Cream.

Once people peeled off the ads, they revealed others with snarky lines: "Snooze You Lose," "Takers Gonna Take," "Report This Ad Stolen."

Some who swiped the flight vouchers got an added treat -- a surprise visit from a JetBlue crewmember. According to the agency, New Yorkers have already helped themselves to all 185 of the ads. Fortunately, JetBlue will be running the promotion again beginning on October 5, so keep your eyes peeled NYC.