See? Need more billboards!

Billboard ad for Toyota's hydrogen-powered car

In California, Toyota are promoting their hydrogen-powered Mirai using 37 billboards that remove nitrogen oxide emissions from the air. Catalytic converter. Titanium dioxide-coated vinyl. Science something something.

This is called putting your money where your mouth is. Serious props. Might be a thing in China.

Financial Times’ write-up on the car.

Digital Trends’ write-up on the billboards.