i-MMD Hybrid Technology Explained by Sid Lee Paris

Sid Lee Paris explains Honda’s new i-MMD hybrid technology three different ways

As Honda Motors continues in its quest to bring the most advanced technology to consumers, Sid Lee Paris continues its creative approach to making Honda stand out as a relatable, authentic automobile brand for consumers. Now the agency is tackling 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 three 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.