Bonhams Debuts First-Ever TV Campaign



In one of its first spots, the auction house shines a light on its jewelry sales

Bonhams has unveiled its first-ever television campaign.

 “Be Part of the Story” is an integrated brand campaign with print and digital supports in addition to the TV spots.

The first two advertisements promote the auction house’s auto and jewelry sales. The ring spot features the story of a lost 10 ct. diamond ring that was later discovered by the original owner’s great granddaughter as she searched for her pet hamster.

The spots are narrated by the actor Michael Gambon, whose voice is instantly recognizable from his role as Albus Dumbledore in the Harry Potter films.

“Bonhams was established in 1793 and has been auctioning art ever since,” said Paul Weiland, executive creative director of Contagious London, the ad agency behind the commercials. “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, and I wanted to bring that alive through these adverts.”

Bonhams global CEO Matthew Girling said the goal of the campaign was to “talk directly to our target audience and excite them about buying and selling treasured objects at auction.”  

“This is exactly the right move for a company like Bonhams that is famous for innovation,” he said.”It is part of a long-term commitment to taking the brand into new areas.” 

(Video and screenshot courtesy Bonhams)