Deutsch NY Brings All 12 Days of Christmas to Life for PNC

By Patrick Coffee 

Today is the day that Deutsch NY client PNC Bank releases its annual “Christmas Price Index,” which helps put the old 12-day carol in perspective by pricing every gift on the list.

A release tells us that the agency noted that the song had hit an all-time low in popularity this year and sought to reinvigorate it by presenting users with a “modern twist” on each item.

The corresponding “The Great Carol Comeback” site features an intro explaining PNC’s role in the project as well as a page for each present. First comes the partridge in his pear tree, which has risen in price thanks to both inflation and a healthy tech addiction (readers should click for the full interactive book experience):


We liked the Grinch-worthy ending. Next: the videos.

The two turtle doves will set you back $125, and they’re available in both “classic” and “dovestep” varieties:

Three french hens are just enough to form a hair band:

Four calling birds would be far too pricey for our limited budget, but we didn’t have to pay anything for this four-man performance:

Five golden rings almost make for a glass-powered orchestra:

These six geese made a movie that is either an Expendables joke or the best Howard the Duck reference in memory:

six geese

In the next extended spot, a certain ugly duckling learns to swim with his more eloquent feathered friends:

The eight milking maids do not need more cowbell:

The nine ladies dancing only seem to be moving in a completely uncoordinated fashion:

The Deutsch team cast a group of flying squirrels as its lords a leaping:

Those pipers piping become bagpipers trolling tourists in Central Park as part of a live stunt:

Finally, these twelve drummers could power either a full marching band or the season’s most impressive CGI home holiday light display:

The release doesn’t tell us much about distribution for the project, but PNC’s yearly event is popular enough to drive traffic to the site with a bit of help from high-profile media placements.


Deutsch New York:
Chief Creative Officer: Kerry Keenan
Executive Creative Director: Menno Kluin
Executive Creative Director: Jeff Vinick
Group Creative Director: Jeremy Bernstein
Senior Art Director: Sam Shepherd
Senior Copywriter: Frank Cartagena
Art Director: Katrina Mustakas
Copywriter: Brian Alexander
Art Director Intern: Sarah Green
Copywriter Intern: Daniel Goodman
Interactive Design Director: Aliza Adam
User Experience Designer: Anna Farrell
Director of Integrated Production: Joe Calabrese
Director of Digital Production: Suzanne Molinaro
Executive Producer: Jennifer McBride
Senior Producer: Shane Smith
Print Producer: Melanie Magatelli
Associate Producer: Delaney O’Brien
Assistant Producer: Brittany Gray
Design Director: JC Pagan
Designer/Typography: Brian Gartside
Art Buyer/Animation Producer: Caitlin Byrnes
Lead Motion Designer: Matthew Severin
Motion Designer: John McLaughlin
Director of Technology: Kamran Aslam
Associate Director of Technology: Michael Nicosia
Project Manager: Clara Kim

Acne – Film Production
Director: Nicolas Iyer/Jeff Levine
DP: Tom Lembcke
Executive Producer: Richard Bjorlin
Producer: Cary Gillespie

Acne Digital – Website Production
Sr. Art Director: Tyler Andersen
Technology Director: Greg Ipp
Lead Creative Developer: Manuel Vivoda
Creative Developer: Johanna Grip
Jr. Creative Developer: Karolina Sandstrom
Executive Producer: Luis Aguiluz Music and Sound Design by Human
Audio Engine
Producer: Molly Burke
Audio Engineer: Carl Mandelbaum
Assistant Engineer: Drew Campbell

Deutsch Editorial/Mr. Ed
Lead Editor: Eric Grush
Editors: Marcus Land, Bryan Reisberg, Pete Slife
Animators: Marcus Land, John McLauglin

The Mill – Visual Effects
Creative Director: Mario Stipinovich
Executive Producer: Sean Costelloe
Producer: Veronica Ware
2D Lead: Rob Meade
2D Assist: Molly Intersimone
3D Lead: Weichieh Yu
Animator/Designer: Clemens den Exter, Juan Monasterio
Colorist: Josh Bohoskey
Editor: Charlotte Carr
Production Coordinator: Alex Bader

“The Partridge Who Lost His Pear Tree” Children’s Book:
Illustrator: Sarah Mazzetti

“Scaredy Swan” Animated Film:
Acme Filmworks
Executive Producer: Ron Diamond
Producer: Tara Beyhm
Directors: Burcu Sankur, Geoffrey Godet

“Geese-A-Layin’ Down the Law” Movie Poster:
Illustrator: David McMacken
Additional Deutsch Credits:
EVP, Group Account Director: Barbara Chandler
Account Director: Bennet Kim
Account Supervisor: Trisha O’Connor
Account Executive: Olivia Clark