• by Tanya Gazdik , January 16, 2024

Acura is partnering with the Sundance Film Festival for its all-electric ZDX.

“Unlock the Energy,” developed with agency partner MullenLowe Los Angeles, will be featured at the film festival and during the NCAA men's college basketball championship.

It will run 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.

Acura returns for a 14th consecutive year as a presenting sponsor and official vehicle of the festival at Sundance. Attendees will experience the Acura “House of Energy” in Park City starting Jan. 18. Acura recently previewed the House of Energy at SCOPE Miami Beach, during Miami Art Week.

The multichannel launch 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 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.

Both the ZDX A-Spec and ZDX Type S  are now available to configure and reserve at Acura.com. 

“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, in a release. “As we embark on our all-electric future, our passion for performance will remain behind the wheel.”

The campaign also features the Acura Energy Key Card (www.unlockacurazdx.com) that provides exclusive benefits to ZDX reservation holders, including discounts to Acura entertainment partners and VIP access at special Acura-sponsored events.

Acura ZDX Energy Key Cards, which are available to reservation holders both as a physical card and downloadable card in their digital wallet, also include discounts from Acura’s entertainment and audio partners, such as Topgolf and Bang & Olufsen.