Innovative technology reduces pollution.

Toyota is running ads for their Mirai fuel cell vehicle in California that actually help clean the air.

Toyota is reporting that a total of 37 billboards in Los Angeles and San Francisco will create 24,960 square feet of pollution scrubbing surface and reverse the equivalent of 5,285 vehicles worth of nitrogen dioxide (NOx) emissions per month.

The billboards use a titanium dioxide coated vinyl to purify the surrounding air. When oxygen reacts with the energized titanium dioxide catalyst, NOx is converted to nitrate and removed from the air.

“Toyota consistently searches for new environmental technologies across all operations,” said Mark Angelacos, Advanced Technology General Manager, Toyota Motor North America. “This new campaign delivers Toyota Mirai’s ‘vehicle of change’ message on a medium that lives up to that promise.”