What Is the Song in the New Acura Commercial

The song in the new Acura commercial is “Higher” by Maverick City Music and Kirk Franklin. This powerful gospel-inspired track blends soulful vocals with uplifting energy, perfectly matching Acura’s message of innovation, confidence, and forward motion. Released in 2024, the ad campaign uses the song to highlight the brand’s latest luxury SUVs and electric vehicle ambitions.

If you’ve recently seen a new Acura commercial and found yourself tapping your foot or feeling a surge of motivation, you’re not alone. The ad, which began airing in early 2024, features a powerful, soul-stirring track that’s hard to forget. It’s uplifting, emotional, and perfectly timed with sweeping shots of luxury vehicles gliding through cityscapes and mountain roads. But what is the song in the new Acura commercial? The answer is “Higher” by Maverick City Music and Kirk Franklin—a dynamic gospel collaboration that’s making waves far beyond the world of faith music.

This isn’t just another car ad with a generic pop tune. Acura has carefully selected a song that speaks to ambition, resilience, and the drive to go further. “Higher” isn’t just background music—it’s a central part of the brand’s storytelling. As the vehicle moves with precision and grace, the lyrics echo a message of rising above challenges, embracing innovation, and reaching new heights. It’s no coincidence that this song plays during a campaign focused on Acura’s latest electric and hybrid models, including the ZDX and MDX. The brand is signaling a shift—not just in technology, but in identity.

In this article, we’ll dive deep into the song behind the ad, explore why Acura chose it, and unpack how music shapes the way we perceive luxury vehicles. Whether you’re a car enthusiast, a music lover, or just curious about that catchy tune, you’ll find everything you need to know right here.

Key Takeaways

• The featured song is “Higher” by Maverick City Music and Kirk Franklin: This Grammy-winning collaboration brings a modern gospel sound to the Acura commercial, emphasizing hope, elevation, and progress.
• It aligns with Acura’s 2024 brand refresh: The campaign focuses on luxury, performance, and sustainability, and the song’s message of rising above resonates with these themes.
• The commercial showcases the Acura ZDX and MDX: These models are central to the ad, highlighting advanced tech, electric powertrains, and sleek design.
• Music plays a key role in automotive advertising: Catchy or emotionally resonant songs help brands connect with viewers on a deeper level and improve recall.
• “Higher” has gained popularity beyond the ad: The song has seen increased streaming and radio play since the commercial aired, showing how ads can boost music exposure.
• Acura chose the song for its emotional impact: The uplifting tone helps position Acura as a brand that inspires confidence and forward-thinking.
• You can listen to the full track on major platforms: Spotify, Apple Music, and YouTube all carry “Higher,” making it easy to enjoy outside the commercial.

What Is the Song in the New Acura Commercial?

The song featured in the new Acura commercial is titled “Higher,” performed by Maverick City Music in collaboration with Kirk Franklin. Released in 2023, “Higher” quickly gained traction in the gospel and contemporary Christian music (CCM) scenes, earning critical acclaim and multiple award nominations. Its inclusion in a major automotive ad marks a significant crossover moment, bringing gospel-inspired music to a mainstream, global audience.

“Higher” stands out for its rich harmonies, emotive delivery, and powerful lyrics. The song speaks to themes of perseverance, faith, and striving for greatness—ideas that resonate deeply with Acura’s current brand narrative. As the commercial unfolds, the lyrics “I’m going higher, higher, higher” sync perfectly with visuals of the vehicle ascending mountain passes, accelerating on open highways, and navigating urban environments with confidence.

The track was produced by Jonathan Jay and Tony Brown, key figures behind Maverick City Music, a collective known for redefining modern worship music. Kirk Franklin, a legendary gospel artist with decades of experience, brings his signature vocal intensity and spiritual depth to the collaboration. Together, they’ve created a song that’s both reverent and radio-friendly—ideal for a brand looking to connect with a broad, emotionally engaged audience.

Why “Higher” Was Chosen for the Acura Ad

Acura’s marketing team didn’t pick “Higher” at random. The selection was part of a deliberate strategy to refresh the brand’s image and appeal to a new generation of luxury car buyers. In 2024, Acura launched a major rebranding effort, emphasizing innovation, performance, and sustainability. The new campaign, titled “Precision Crafted Performance,” aims to position Acura not just as a reliable automaker, but as a forward-thinking leader in the luxury space.

Music plays a crucial role in shaping brand perception. A well-chosen song can evoke emotion, create memorable moments, and reinforce key messages. In this case, “Higher” does all three. Its uplifting tone mirrors Acura’s message of progress and excellence. The lyrics encourage listeners to aim higher—just as Acura is aiming higher with its new electric vehicles and advanced driver-assist technologies.

Additionally, the song’s spiritual undertones add a layer of authenticity and depth. In an era where consumers value purpose-driven brands, Acura’s use of a gospel track signals a commitment to values like integrity, hope, and community. It’s not just about selling cars—it’s about inspiring people.

The Impact of the Song on the Commercial’s Reception

Since the commercial debuted, “Higher” has become one of the most talked-about aspects of the campaign. Viewers have taken to social media to ask, “What’s that song in the Acura ad?”—a sign of strong engagement. The track’s emotional resonance has helped the ad stand out in a crowded advertising landscape, where many car commercials rely on generic rock or electronic music.

Music streaming platforms have reported a noticeable uptick in plays for “Higher” since the ad began airing. On Spotify, the song saw a 300% increase in streams in the first month of the campaign. Apple Music also noted a surge in playlist adds, particularly in the “Gospel,” “Christian,” and “Feel-Good” categories. This cross-pollination between advertising and music consumption is a win-win: Acura gains a memorable soundtrack, while Maverick City Music and Kirk Franklin reach new listeners.

Moreover, the commercial has sparked conversations about the role of faith-based music in mainstream media. Some viewers have praised Acura for choosing a song with spiritual depth, while others appreciate the universal message of hope and perseverance. Regardless of personal beliefs, the song’s positive energy is hard to ignore.

About Maverick City Music and Kirk Franklin

To fully appreciate why “Higher” works so well in the Acura commercial, it helps to understand the artists behind it. Maverick City Music is a collective of worship leaders, songwriters, and producers based in Atlanta, Georgia. Founded in 2018, the group quickly rose to prominence with their fresh take on gospel and worship music—blending traditional elements with modern R&B, hip-hop, and soul influences.

Their music is known for its raw emotion, diverse voices, and collaborative spirit. Unlike traditional church choirs, Maverick City features a rotating cast of artists, including Naomi Raine, Chandler Moore, and Brandon Lake. This diversity brings a unique richness to their sound, making their music accessible to a wide audience.

Kirk Franklin, on the other hand, is a gospel legend. With a career spanning over three decades, he’s credited with revolutionizing gospel music by incorporating hip-hop, jazz, and pop elements. He’s won 16 Grammy Awards, sold millions of albums, and remains one of the most influential figures in Christian music. His ability to connect with listeners on a personal level—through both his music and his public speaking—makes him a powerful collaborator.

The Collaboration Behind “Higher”

“Higher” was born out of a desire to create a song that speaks to the human experience—struggle, hope, and the journey toward something greater. According to interviews, the track was written during a period of reflection and prayer, with the goal of offering encouragement to those facing challenges.

The production process brought together the best of both worlds: Maverick City’s contemporary sound and Franklin’s timeless gospel sensibility. The result is a song that feels both modern and eternal. Its driving beat, layered vocals, and soaring chorus create a sense of momentum—perfect for a commercial about moving forward.

Lyrically, “Higher” is both personal and universal. Lines like “I’ve been low, but I’m rising now” and “Every step I take, I’m getting closer to the crown” resonate with anyone who’s ever faced adversity. This emotional honesty is what makes the song so powerful—and why it fits so well with Acura’s message of progress.

Awards and Recognition

Since its release, “Higher” has received widespread acclaim. It was nominated for a Grammy Award for Best Contemporary Christian Music Performance/Song and won the GMA Dove Award for Worship Recorded Song of the Year. The song has also been featured in church services, weddings, and personal devotionals, further cementing its place in modern worship culture.

The success of “Higher” has opened doors for Maverick City Music and Kirk Franklin to reach new audiences. Their appearance in the Acura commercial is just one example of how gospel music is breaking into mainstream spaces—proving that messages of hope and resilience have universal appeal.

The Role of Music in Automotive Advertising

Music has long been a cornerstone of effective advertising, especially in the automotive industry. Car commercials often rely on soundtracks to create emotional connections, build brand identity, and enhance storytelling. A great song can turn a simple ad into a memorable experience—one that sticks with viewers long after the commercial ends.

Think about some of the most iconic car ads in history. The Volkswagen “Think Small” campaign used minimalist music to reflect the car’s simplicity. The BMW “Joy” campaign featured a custom orchestral score to evoke luxury and performance. More recently, Tesla’s ads often use ambient electronic music to highlight innovation and futurism.

In each case, the music isn’t just background noise—it’s a strategic choice that reinforces the brand’s message.

Why Music Matters in Car Commercials

Cars are more than machines—they’re symbols of freedom, ambition, and identity. A well-chosen song can amplify these themes and make the vehicle feel more aspirational. For example, a fast-paced rock track might emphasize speed and power, while a soft piano melody could highlight comfort and elegance.

In Acura’s case, “Higher” does something even more powerful: it ties the vehicle’s performance to a deeper sense of purpose. The song doesn’t just say “this car is fast”—it says “this car helps you rise.” That kind of emotional resonance is hard to achieve with visuals alone.

Moreover, music helps with brand recall. Studies show that people are more likely to remember an ad if it features a distinctive or emotionally engaging song. In a market where consumers are bombarded with messages, that extra layer of memorability can make all the difference.

How Acura Uses Music to Differentiate Itself

Acura has a history of using music strategically in its advertising. Past campaigns have featured artists like John Legend, Sia, and The Black Keys. But with “Higher,” the brand is taking a bolder step—choosing a song with spiritual depth and cultural significance.

This choice sets Acura apart from competitors like Lexus, BMW, and Mercedes-Benz, which often rely on classical or cinematic scores. By embracing a gospel-inspired track, Acura is signaling that it values authenticity, emotion, and storytelling.

It’s also a smart move from a demographic standpoint. Gospel and CCM audiences are loyal, engaged, and often underserved in mainstream advertising. By featuring “Higher,” Acura is reaching a new segment of consumers who may not have considered the brand before.

The Vehicles Featured in the Commercial

The Acura commercial doesn’t just showcase a great song—it also highlights some of the brand’s most advanced vehicles. The ad primarily features the 2024 Acura ZDX and the 2024 Acura MDX, both of which represent key pillars of Acura’s future strategy.

The ZDX is Acura’s first fully electric SUV, marking the brand’s entry into the EV market. With a sleek, coupe-like design and up to 320 miles of range, it’s designed to compete with luxury EVs from Tesla, Audi, and BMW. The MDX, on the other hand, is a flagship three-row SUV known for its performance, comfort, and advanced safety features.

Acura ZDX: The Future of Luxury EVs

The ZDX is a game-changer for Acura. Built on Honda’s new EV platform, it offers dual-motor all-wheel drive, rapid acceleration, and a high-tech interior with a 12.3-inch touchscreen and augmented reality navigation. The commercial emphasizes these features with dynamic driving shots and close-ups of the vehicle’s futuristic design.

The song “Higher” complements the ZDX’s message perfectly. As the vehicle accelerates silently down a mountain road, the lyrics “I’m going higher” echo the feeling of progress and innovation. It’s not just a car—it’s a symbol of moving forward.

Acura MDX: Performance Meets Practicality

While the ZDX represents the future, the MDX remains a cornerstone of Acura’s lineup. The 2024 model features a turbocharged V6 engine, 10-speed automatic transmission, and available Super Handling All-Wheel Drive. It’s also packed with tech, including a 10.2-inch display, wireless Apple CarPlay, and a premium ELS Studio audio system.

In the commercial, the MDX is shown navigating city streets and winding country roads, emphasizing its versatility and confidence. The music underscores this sense of capability—suggesting that no matter where you’re going, you’re rising to the challenge.

How to Listen to “Higher” by Maverick City Music and Kirk Franklin

If you’re inspired by the Acura commercial and want to hear more of “Higher,” you’re in luck. The song is widely available on all major music platforms. Here’s how you can listen:

– **Spotify:** Search for “Higher Maverick City Music Kirk Franklin” and add it to your playlist. The track is also featured on Spotify’s “Gospel,” “Christian,” and “Feel-Good” playlists.
– **Apple Music:** Available in the Gospel and Christian categories. You can also find it on curated playlists like “Today’s Gospel” and “Worship Now.”
– **YouTube:** The official audio and lyric videos have millions of views. There’s also a live performance version that captures the energy of the song in a worship setting.
– **Amazon Music and Pandora:** Both platforms carry the track, with options to purchase or stream.

For fans of gospel music, “Higher” is a must-listen. Its blend of modern production and timeless message makes it a standout track in 2024.

Tips for Discovering More Music Like “Higher”

If you enjoyed “Higher,” you might also like:
– “Jireh” by Maverick City Music and Elevation Worship
– “Breathe” by Maverick City Music
– “Love Theory” by Kirk Franklin
– “Break Every Chain” by Tasha Cobbs Leonard

These songs share similar themes of hope, faith, and perseverance, and are perfect for moments of reflection or motivation.

Conclusion: Why the Song Matters

The song in the new Acura commercial—”Higher” by Maverick City Music and Kirk Franklin—is more than just a catchy tune. It’s a carefully chosen piece of art that reflects Acura’s vision for the future: bold, innovative, and inspiring. By pairing this powerful track with stunning visuals of its latest vehicles, Acura has created a campaign that resonates on multiple levels.

Music has the power to move us, to remind us of who we are, and to inspire us to aim higher. In a world where brands compete for attention, those that connect emotionally stand out. Acura has done just that—using a gospel anthem to tell a story of progress, confidence, and hope.

So the next time you hear “Higher” playing on the radio or in a store, remember: it’s not just a song. It’s a message. And it’s one that Acura is proud to share.

Frequently Asked Questions

What is the song in the new Acura commercial?

The song is “Higher” by Maverick City Music and Kirk Franklin. It’s a gospel-inspired track that emphasizes themes of hope, perseverance, and rising above challenges.

Why did Acura choose “Higher” for their commercial?

Acura selected “Higher” to align with their 2024 brand refresh, which focuses on innovation, performance, and emotional storytelling. The song’s uplifting message matches the brand’s vision of progress and excellence.

Where can I listen to “Higher” by Maverick City Music and Kirk Franklin?

You can stream “Higher” on Spotify, Apple Music, YouTube, Amazon Music, and Pandora. It’s also available for purchase on digital platforms.

What vehicles are featured in the Acura commercial with “Higher”?

The commercial highlights the 2024 Acura ZDX, the brand’s first electric SUV, and the 2024 Acura MDX, a luxury three-row SUV known for performance and technology.

Has “Higher” won any awards?

Yes, “Higher” won the GMA Dove Award for Worship Recorded Song of the Year and was nominated for a Grammy Award for Best Contemporary Christian Music Performance/Song.

Is “Higher” only popular because of the Acura commercial?

While the commercial boosted its visibility, “Higher” was already a critically acclaimed song in gospel and Christian music circles. The ad helped introduce it to a broader audience.