Because sources of pollution are so varied, tackling any one of these has a very limited impact. As a result, some approaches attempt to clean air where people breathe it, at street level. However, these existing approaches lack the commercial incentives required to implement a distributed network of purifiers. Pluvo is a cost neutral solution to urban air pollution. Our patent pending technology uses an enclosed mist of water droplets to remove dangerous pollutants from the air and pays for itself by using this mist to create a stunning new holographic-like advertising medium. Our business model innovation comes by leveraging advertising to financially incentive widespread roll-out of purifiers. By densely integrating Pluvos into streetscapes, we can effectively replicate the cleaning capabilities of large industrial plants. This is an unprecedented approach that has the potential to save millions of lives.