Whenever I see these AR promos my instant reaction is "why is it happening at that time?". There was one that was 9.27 and this one is 10.18. To someone like me in the UK where we write dates in a logical format (day, followed by month, followed by year) this doesn't look at all like a date to us and is instantly recognisable as a time. I saw this one and wondered why just after quarter past 10 was relevant.
Before I get a tonne (spelt with an 'ne' at the end) of hate from my American friends, I have to point out that my comment here is very much posted in fun with my tongue firmly in my cheek and I don't actually mean anything by it at all. Really, I don't.