Finally, a Billboard That Creates Drinkable Water Out of Thin Air

I've never cared much for billboards. Not in the city, not out of the city — not anywhere, really. It's like the saying in that old Five Man Electrical Band song. So when the creative director of an ad agency in Peru sent me a picture of what he claimed was the first billboard that produces potable water from air, my initial reaction was: gotta be a hoax, or at best, a gimmick.