While I agree with Carol about the purpose of the ads, I would think another big segment of the target audience are shareholders and potential shareholders. I believe that they are trying to get people to buy stock in the company, and by being cute about the products they sell, they hope to attract people (you will buy companies you like).

I doubt there is a single thought at aiming those ads at Union Pacific, Rio Tinto, or Chinese National Railways. They figure all those folks know where to find them already.