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As Honda Motors continues in its quest to bring the most advanced technology to consumers, SidLee Paris continues its creative approach to making Honda stand out as a relatable, authentic automobile brand for consumers. Their CR-V campaign, released earlier this year, featured the brand’s latest hybrid SUV through the testimonials of Honda Lovers throughout Europe. This time, Sid Lee Paris is tackling a more complex subject – the technology itself.

Intelligence Multi-Mode Drive, or i-MMD, is the latest in hybrid technology, but when you’re addressing a subject so advanced, it’s not easy to explain, or understand. While the fact that the CR-V Honda Hybrid-M V.2 synchronizes with the i-VTEC 2.0L Atkinson DOHC cycle engine and lithium-ion battery for optimal efficiency is a feat of engineering, it’s not relatable.
That’s why Sid Lee Paris decided to simplify things by turning to 3 brand ambassadors, each with their own unique way of explaining what Honda’s i-MMD technology is all about, jargon-free.

A young girl, Margaux, relates the technology to child’s play.

Brandon, a dancer, explains its fluidity through choreographed movement.

And Eric, an architect, uses a scale model to depict the technology’s efficiency on the road.

Three films, three ambassadors, each illustrating the complexity of i-MMD through their own expertise and emotion, because understanding Honda’s advanced technology means understanding how the brand stands apart from others in its sector through its innovation and communication.

Credits:
 
Title of ad: i-MMD Hybrid Technology Explained
Client: Honda France
Agency: SidLee paris
Chairman - Executive Creative Director: Sylvain Thirache
President: Johan Delpuech
Managing Director: Bruno Lee
Creatives: Julien Sens, Hugo Demazière
Account Director: Héloïse Marchal
Account Manager: Camille Caucat
Head of Production: Thomas Laget