The six-figure campaign called Be Part of the Story features a series of 40-second spots on Sky Adsmart - a platform that allows advertisers to target specific demographic and social groups.
Two films, narrated by the actor, Michael Gambon, debuted in late September. One ad tells the story of a little girl who, when searching for her pet hamster, discovers her great-grandmother's lost 10-carat diamond ring hidden under floorboards. Another focuses upon a Ferarri 250 GT and 'the tale it might tell if it could talk'.
Viewers are encouraged to "add their own chapter" to the history of an object or works of art by buying or selling through Bonhams.