Signs of the Times?

I've been doing a bit of traveling lately, and I keep seeing some rather interesting billboards in airports and metro stations. Talk about getting a lot of media hits. I think it's rather clever - though, of course, with some of these I'm a little suspect about what the company is actually up to. But still, even using the language means they think this is the way to reach people. The rising tide floating all boats may be the seas rising due to melting ice, but at this point, I gotta think: whatever it takes to keep the conversation going.