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Send In The Clowns: Infiniti Forges Global Partnership With Cirque Du Soleil

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Cirque du Soleil-inspired Infiniti G37, painted by Heidi Taillefer

Cirque du Soleil-inspired Infiniti G37, painted by Heidi Taillefer

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Infiniti ad featuring Cirque du Soleil

Infiniti ad featuring Cirque du Soleil

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Infiniti ad featuring Cirque du Soleil

Infiniti ad featuring Cirque du Soleil

Enlarge Photo

First, the good news: Infiniti has forged a global partnership with a world-renowned company of performers.

Now, the bad news: the company in question is Cirque du Soleil. (We kid, we kid. Keep reading.)

This is not Infiniti's first time at the circus. In fact, the company has teamed up with Cirque du Soleil on several previous occasions -- notably, via sponsorships in Canada, Russia, and the Middle East, and on a handful of ad campaigns. You might even recall Infiniti's 20th birthday celebration last fall, when the automaker commissioned Heidi Taillefer to turn an 2010 Infiniti G37 into an art car, inspired by Cirque du Soleil.

But this new arrangement is bigger: Infiniti is now the Cirque du Soleil's "Official Sponsor and exclusive Automotive Partner". That means Infiniti will have a presence at nearly every Cirque du Soleil performance around the world -- over 180 of them in the coming year. According to an Infiniti press release, that puts the automaker in view of "5.4 million attendees, offering Infiniti an unparalleled exposure to the affluent customer base of Cirque du Soleil". (Affluent is right: have you seen Cirque ticket prices lately?)

Despite the ribbing we give Cirque du Soleil, we're inclined to like this partnership. Infiniti and Cirque are known for their distinctive senses of style: you can spot ads for either company at 100 paces. Granted, Infiniti's aesthetic has been known to go off the rails, and Cirque occasionally veers into territory better left to Velveeta, but both are in the ballpark more often than not. Furthermore, we can't think of another automaker that's made such a high-profile commitment to such a respected arts/cultural organization; that's gotta count for something.

For a glimpse of what might be to come, check out the ad below, which stems from a previous Infiniti/Cirque du Soleil collaboration. We'll take stuff like this over that creepy Kia ad any day. (For those who want even more detail, we've pasted the press release at the bottom.)

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Infiniti Becomes an Official Sponsor and Global Automotive Partner of Cirque du Soleil

Infiniti today announced that it has partnered with the world-renowned Montreal-based entertainment group, Cirque du Soleil®, to become an Official Sponsor and exclusive Automotive Partner.  The sponsorship marks a first for both Infiniti and Cirque du Soleil.

"Our new sponsorship with Cirque du Soleil will show that Infiniti is much more than exciting machines that move you from one place to another.  Infiniti has an emotional, inspirational appeal, offering a very personal style of modern luxury and respectful treatment for the world's most discerning luxury customers," said Toru Saito, corporate vice president, Global Infiniti Business Unit.

Building on previous Infiniti / Cirque du Soleil sponsorships in Canada, Russia, Korea and the Middle East, the new global partnership gives Infiniti brand exposure through 180 Big Top and Arena touring show markets in the U.S., Canada, Western Europe and Russia – as well as three theatrical shows in New York City, Chicago and Los Angeles.  Combined, these shows will bring in over 5.4 million attendees, offering Infiniti an unparalleled exposure to the affluent customer base of Cirque du Soleil.

"The partnership between Cirque du Soleil and Infiniti is a natural fit for these two perfectly aligned brands as both embody Inspired Performance," said Jon Brancheau, director global marketing, Global Infiniti Business Unit.  "At Infiniti, our intention is to move people emotionally as well as physically.  We believe that this partnership will personify our brand's desire to invoke graceful strength, vibrancy, craftsmanship and exhilaration in everyone."


 
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