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Auction house Bonhams has announced that it is set to launch its first ever TV advertising campaign dedicated to jewellery.
The campaign – called ‘Be Part of the Story’ – will cost six figures.
Bonhams said that it is the first time that a ‘major’ international auction house has advertised on TV.
Narrated by the award-winning actor Michael Gambon, the 40-second advert will appear in the UK this month. 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.
The advert aims to highlight how jewellery “outlives us all”, and goes on to share the story associated with the ring’s provenance, ending with an invitation for people to become part of the story by “adding the next chapter to its history”.
Matthew Girling, global CEO, said: “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.”
