Kiss is putting £1.5 million behind a multimedia initiative based on an idea that has been created by Naked Communications and developed by HHCL/Red Cell.
It is the first work the two agencies have produced since picking up the Kiss 100 assignment in May. It continues the "live sexy" positioning developed by the previous incumbent, Mother.
Created by Jonathan Burley, the HHCL/Red Cell creative director, and Jim Bolton, the TV work features a series of vignettes showing young Londoners wearing grass-stained clothes.
The messy garments are the result of listening to Kiss 100 in the park, which has given listeners an uncontrollable urge to have fun.
The spot was directed by Russ Lamoureux through Hungry Man. Burley said: "Russ has perfectly captured the sunshiny park vibe that goes hand-in-hand with the Kiss live sexy brand values."
The message breaks on Wednesday in a campaign that will embrace TV - using ITV, Channel 4, five and Emap's music channels - as well as events and guerrilla marketing activity.
Starcom Motive is handling buying for the advertising, which aims to raise awareness among the key audience of 15- to 24-year-olds and encourage them to tune in "for the feelgood vibe of summer".
The experiential marketing is being designed and produced by Odd and executed by Diabolical Liberties.
Kiss 100 is London's fourth-largest independent London station, with an audience of 1.5 million listeners.
Afdhel Aziz, the Kiss 100 marketing manager, said: "We want not only to encourage our audience of young Londoners to tune in to Kiss as the perfect soundtrack to summer but also provide them with ways of enhancing their summer experience."
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