(January 16, 2024) TORRANCE, Calif. — Acura has introduced a dynamic new marketing campaign for the all-electric 2024 ZDX and ZDX Type S performance SUV ahead of its arrival in market early this year. The new campaign, Unlock the Energy,  showcases the performance capabilities, innovative technology and exhilarating driver-oriented interior of the Acura ZDX. Both the ZDX A-Spec and ZDX Type S — the quickest and most powerful SUV Acura has ever made —  are now available to configure and reserve at Acura.com

The new Acura multi-channel launch campaign, and the latest to follow Acura’s award winning Chiaki’s Journey anime campaign, is led by a cinematic-style short film that celebrates the new ZDX as the Acura brand embarks on an all-electric future.

The new 60-second spot draws viewers into the Acura House of Energy, where in order to experience the agile performance behind the wheel of the 2024 ZDX, a student-driver must complete four lessons – Legacy is Your Foundation, Energy is Nothing Without Control, There is Power in Silence and Unlock the Energy Within — all steeped in the discipline and challenger spirit of Acura’s Precision Crafted Performance DNA.



“With the all-electric Acura ZDX available to reserve and headed to market, this is the perfect time to show the world the incredible amount of energy Acura will unleash in the electrified era,” said Meliza Humphrey, senior manager of Acura Marketing. “As we embark on our all-electric future, our passion for performance will remain behind the wheel – an energy you can unlock with our first electric vehicle, the new Acura ZDX.”

The ZDX Unlock the Energy campaign will serve as the theme to Acura’s festival footprint at the upcoming Sundance Film Festival, where Acura returns for a 14th consecutive year as a Presenting Sponsor and Official Vehicle of the Festival. Sundance festival goers will experience the Acura “House of Energy” in Park City starting Thursday, where the art of Precision Crafted Performance from the new :60 spot comes to life.

The campaign, developed with agency partner MullenLowe Los Angeles, will be featured throughout the March college basketball championship tournament and runs through the spring across broadcast TV, streaming, out of home, digital and social media platforms. The campaign’s soundtrack is set to “X Gon’ Give It To Ya” by DMX.


The new all-electric 2024 ZDX arrives at Acura dealers early this year.