The Honda technology IMA stands for 'Integrated Motor Assist'
The film crew shot the new TV commercial to launch the new IMA technology in Budapest, Hungary. The shoot lasted 7 days and was edited back in the UK shortly after.
Integrated Motor Assist (commonly abbreviated as IMA) is Honda's hybrid car technology, introduced in 1999 on the Insight. It is a specific implementation of a parallel hybrid. It uses an electric motor mounted between the internal combustion engine and transmission to act as a starter motor, engine balancer, and assist traction motor.
Renowned TV commercials director Peter Thwaites directed the 'Sense' tv ad to launch the Honda IMA technology. Wieden & Kennedy were the ad agency who commissioned the roadshow film as well as the tv commercial.
As part of the Power of Dreams campaign, the TV and cinema commercial 'Sense' celebrated Honda's I.M.A Technology. Directed by Peter Thwaites through Gorgeous Films. This subsequent film was shot in unison to launch along with the tv & cinemas campaigns.