The ad - promoting the whole station rather than a particular show and omitting references to any personalities such as breakfast host Johnny Vaughan - coincides with a new name and logo for the station, which will now be known as Capital 95.8, with the campaign line "The Sound of London".
The commercial, which went live yesterday (Monday), is shot from the perspective of young people doing "typical" London things, such as driving, eating in a cafe and sitting in the park, with different soundtracks to reflect the mood and music of Capital. As the scenes progress, background objects such as cars and plates of food start bouncing in time to the music.
Nick Button, Capital's new marketing director who joined from Emap's Kiss at the end of last year, said: "We wanted the ad to reflect the sense of excitement and opportunity that comes with living in London. Some stations are an oasis from London life, but for our listeners it's about enjoying the energy and vibrancy."
Button added: "We spoke to listeners and non-listeners and their guidance was the same, so we know we're not going to alienate the existing listener base."
PHD Rocket is the media agency for the campaign.
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