What Does This Billboard Mean?!?

"What is in the air".  Please, tell me!

This billboard has left me scratching my head about what it could mean.

A few Friday's ago I was enjoying a beer at the brewery 'Wax Wings' on Gull Road in Kalamazoo when  I noticed this billboard that my car was parked under. For the life of me I can't figure out what they are advertising and why a group and or company would spend the money to promote something that the public (or at least me)can't figure out.

Here are my best guesses of what the billboard could be for...

• A local smoke shop i.e. Puff N' Stuff or Wild Bill's Tobacco
• Promoting Vaping vs. Smoking
• Promoting smoking
• Support of marijuana being legal in Michigan
• A Marijuana sales outlet
• Air pollution
• Second hand smoke warning
• Cool guys smoke (a stretch, I know)

I am all for an 'air' of mystery, but I am dying to know what this billboard is trying to tell me!