Infiniti has been a sponsor of the Cirque du Soleil for several years now, and for the first time, an Infiniti vehicle was directly involved in one of the Cirque's performances.
It's called Le Voyage Inspiré and featured acrobats, a singer, clowns, and a brand-new Infiniti JX. It's also the first live web-only performance for the Cirque du Soleil, and was shot at the company's global headquarters in Montreal. I was invited to attend the shooting in person, and I'm always amazed at how many people and how much effort is put into such a project.
Using a platform suspended on four cables, the 4,400-lb JX literally floated 20 feet in the air, surrounded by six acrobats climbing up and unravelling purple veils hanging from the studio ceiling. The performance was followed by a live chat session with Infiniti Canada director Wendy Durward and Cirque du Soleil Senior Vice-President of Corporate Marketing Mario D'Amico.
The artists trained for 3 weeks prior to the webcast, and according to Infiniti's PR folks, Le Voyage Inspiré proved a greater challenge than the Superbowl halftime show with Madonna. Since it was the first time a car was directly involved in the show, they couldn't just re-use choreographies from other performances.
While we're on the subject of the 2013 Infiniti JX, check out our first impressions of this new seven-passenger crossover on April 3rd.