Without God

This is an ad that's being ran in about 14 New York City subways. Are atheists trying to poke fun at religion? I don't think so (neither do the people responsible for ad). Maybe they're simply trying to promote morality among people who don't consider themselves religious, or who vehemently despise religion. (I don't mean than atheists are immoral people.)
What do you think? Read the full story behind this ad here.
Wes