A Girl Named Soleil

Even Mad Men slow down a bit on hot summer Friday afternoons. It was just such a lazy Friday a little over 10 years ago when the phone rang and it was the senior vice president of marketing for Cirque du Soleil. He wanted to talk about a project. Did I have time to meet? I’ll make time, I said.

Like Rick said to Louis at the end of the movie Casablanca, that meeting was “the beginning of beautiful friendship”. I remember that afternoon as if it were yesterday. I grabbed the agency’s BIG conference room and recruited a couple of folks who hadn’t already headed for the sun. We quickly pulled ourselves together and got ready for the challenge.

The meeting was very informal. We just talked. It turned out that the Senior VP and I had a lot in common in our business backgrounds. We’d both seen large-scale events from all angles. What he was looking for was help in bringing Cirque’s Saltimbanco travelling show from Singapore through the Pacific Northwest and then on to Tokyo. How did he find us, I asked. The story really started in Singapore where two DDB’ers whom I had met at a New York DDB board meeting gave the Cirque office there my name. Suffice it to say, it felt like a match to me but you never know in these situations. Seldom do you get an instant response. And it didn’t come this time either.

In an unusual turn for Cirque, they were looking for one-stop-shopping. They wanted all our services, advertising, PR, media, promotions, the whole ball of wax. This was an extremely special opportunity with what I consider to be the most creative entertainment organization in the world. I had picked the right people to be in the room with me. They were able answer all the questions and offer up some good ideas. Almost too quickly, we were wrapping things up. I felt like we needed a little extra boost before we let them get away.

Now I’m not really a “Don Draper” (slick closer, ad guy from television’s Mad Men series) kind-of-guy, but this move makes me think of him. When I let the agency know that Cirque would be in the house, one of our folks told me that she and her husband named their daughter, Soleil, because of their infatuation with Cirque. “We are totally committed to our clients,” I told the Senior VP as we walked out. “We look for long term relationships. This woman (and I found her for the introduction) thinks so much of the Cirque du Soleil brand that she named her daughter Soleil. She’ll be on your team and you’ll never have a more committed group working for you.” Really? Really!

Still after over 10 years, my friend, the Senior VP, tells that story and says that my parting comment was a big factor in him calling back later that day and saying they were ready to work with us.

Before we knew it, we were in Singapore immersing ourselves in the magic of Cirque. It’s been a wonderful long term relationship. If it isn’t fun, they won’t do it. And I found out quickly that Cirque is not short on good laughs. We were going to the premiere night of Saltimbanco in Singapore, so I asked if it was black tie. Of course, they told me. This is a very special opening event. Well, when I walked into the tent at the pre-party in my tux outfit I had lugged from Seattle, not only was I the only one in a monkey suit but when I met the President of Singapore in his wild print sport shirt, he said “Why did you get so dressed up?” A good laugh was had by all...at my expense. I have continued to wear a tux on premiere nights just to remind myself not to take anything too seriously.

It’s been a great ride for more than a decade. We’ve worked together in almost every aspect of their business. I’ve watched their performers hang from the halo at the top of the Space Needle waving at the diners in the restaurant like monkeys on a limb. My trips to Montreal still captivate me when I see “behind the curtain” and am amazed at all they do to make the magic look so easy.

I’ve been able to experience a lot backstage, from trying on the make-up to bungee jumping from the top of the Grand Chapiteau. Yes, I was scared to death and had an exhilarated buzz for the rest of the day. When I’ve gotten to know the cast a little, I’ve even had a bit of influence on who they pick to have fun with before the performance begins. College Chancellors and noted mountaineers were not immune.

On the most recent visit to our area, I saw the show a few times as usual and had a great laugh when they pulled an unsuspecting person out of the audience for a hilarious on-stage pick-pocket routine. On our VIP night when I brought a group of clients and friends to the show, I wondered who they would pick. As the performer looked at the guy sitting next to me, I hardly noticed that he had grabbed my arm. He picked me clean in front of the crowd, including taking off my tie. I’m surprised I still had pants on. The College Chancellor told me afterwards that whatever goes around, comes around and he was “happy” for me.

My respect for the Cirque organization is immeasurable. They have created one of the most recognized and revered brands in the world. I have been very fortunate to play a small role in the growth and success of such a fabulous company. Every time we get together my eyes grow wide with envy at what Cirque can do to amaze and entertain so many people. For me, it all started with a girl named Soleil.