Holiday Season Ushers in Another Xmas Price Index from Deutsch NY, PNC

By Erik Oster 


With Thanksgiving over (and  Hanukkah currently underway), the 2013 winter holiday season is upon us, and with it comes Deutsch NY’s annual Christmas Price Index for PNC. In case you don’t know, the Christmas Price Index shows the actual cost of all the gifts mentioned in the ubiquitous (and somewhat annoying) carol, “The Twelve Days of Christmas.”

For the Christmas Price Index’s 30th anniversary this year, Deutsch NY decided to offer up something a little different. Visitors to the PNC Christmas Price Index website will be given the opportunity to digitally build and customize their own versions of the gifts from the carol. The 3-D Gift Maker features twelve toys with customizable accessories, all designed by Invisible Creature. Visitors to the site will be given the opportunity to win “24 3-D custom designed toys over the course of 12 days.” If this sounds exciting to you, you better get started, as the contest only lasts until December 13th.


As for the actual index itself, 2013 shows a 7.7% increase from last year, with the current cost of Christmas listed as $27,393.17. That would be the cost of one verse of the song, but since the song has many repetitions the “True Cost of Christmas” (counting each repetition) comes out to $114,651.18. There’s good news for fans of partridges and/or pear trees, however: the cost of a partridge in a pear tree is now $199.99, down 2.4% from last year. So buy now. It’s not a good year to be in the market for nine ladies dancing however, as the current cost is $7552.84, up a full 20% from last year. That cash in your pocket just doesn’t buy as many pipers piping as it used to. Check out a couple of stills, along with credits,after the jump.


Deutsch New York:
Partner, Chief Creative Officer: Kerry Keenan
SVP, Group Creative Director: Jeremy Bernstein
Senior Copywriter: Matt Moyer
VP, Creative Director: Qian Qian
EVP, Director of Integrated Production: Joe Calabrese
SVP, Director of Digital Production: Suzanne Molinaro
SVP, Director of Creative Technology: Rey Peralta
VP, Executive Digital Producer: Jennifer McBride
Producer: Jillian Cornette
Senior Art Producer: Hillary Jackson
Art Director: Katrina Mustakas
Copywriter: Erin McHugh

MediaMonks (creative digital production)
Invisible Creature (toy design & packaging)
3D Printer Experience (3D printing of toys)
ShootersNYC (intro/outro video production)

DRASTIC Music + Technology (original music)

Additional Deutsch Credits:
Chief Executive Officer: Val DiFebo
Former Chief Creative Officer: Greg DiNoto
EVP, Group Account Director: Barbara Chandler
Account Director: Kristen Hoy
Account Executive: Courtney Griffin
Assistant Account Executive: Christina Riggio
Partner, Chief Strategic Officer: Brent Vartan

Shoot Location: Philadelphia Furniture Workshop