SENSE - TV
In 2002 Honda invented Integrated Motor Assist or IMA - a petrol engine with an electric engine which recharged as you braked and turned off when you stopped. Yes, I know “that’s a hybrid”. We call them that now and everyone makes them, but it was quite new back then and Honda were the first. We were asked to explain this new tech as simply and uncomplicated as possible. The client bought the script before we’d got halfway through.