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:
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