International auction house Bonhams has announced it will be launching its first ever TV ad campaign dedicated to jewellery later this month.
In a new move, the auction has developed an integrated brand campaign called Be Part of the Story to drive brand awareness and encourage people to buy and sell their jewellery at Bonhams.
The campaign marks the first time that a major international auction house has advertised on TV.
Masterminded by the award-winning advertising agency Contagious London under its executive creative director Paul Weiland OBE, the campaign captures how jewellery consigned and sold by Bonhams often has a fascinating provenance and a wonderful history associated with it.
The 40-second TV spots break in the UK this month. The jewellery ad is narrated by the award-winning actor Sir Michael Gambon. It tells a story of a little girl who, when searching for Harry, her pet hamster, discovers her great-grandmother’s lost 10-carat diamond ring hidden under the dusty floorboards. Highlighting how jewellery outlives us all, it goes on to share the wonderful story associated with the ring’s provenance, and ends with an invitation for people to become part of the story by adding the next chapter to its history.
The six-figure campaign will feature adverts on Sky Adsmart supported by press, billboards, taxis and social media platforms and will be supported by PR.
Contagious London’s executive creative director Paul Weiland comments: “Bonhams was established in 1793 and has been auctioning art ever since. We’re delighted to have been selected to create their first-ever TV campaign and hope that Be Part of the Story will resonate with our audience and encourage more people to think about what valuables might be sitting unloved in an attic and bring them to sale to be enjoyed once again.
“I was struck by the drama in the stories behind the objects all the specialists told me and I wanted to bring that alive through these adverts.”
Bonhams global CEO Matthew Girling adds: “This is exactly the right move for a company like Bonhams that is famous for innovation. It is part of a long-term commitment to taking the brand into new areas.
“The campaign gives us the opportunity to talk directly to our target audience and excite them about buying and selling treasured objects at auction.
“Our jewellery teams around the world are purveyors of some of the most captivating stories ever told. From the treasures of fallen emperors, to the jewels of Hollywood starlets and the royals, we are caretakers of beautiful and culturally important artefacts as they pass through time. The campaign really reflects this and urges people to not just collect but to become part of the story.”