Kiss had been benefiting at the expense of BBC-owned Radio 1, which is still haemorrhaging listeners, as Kiss became more mainstream and dropped its dance music-only image.
However, in the last set of Rajars for the April-June period, Kiss's fortunes appeared to be in reverse as its weekly reach fell to 1.49m, down from 1.57m last time, and its audience share was down to 4.2% from 4.6% a year earlier.
The ads, which focuses on the Bam Bam breakfast show, will run across Channel 4, Channel 5 and Emap's own digital TV channels from next week for six months. The spots will be supported by six-sheet and 48-sheet posters.
Whereas last year's campaign featured wooden doll Woody, this year's campaign character is a rat. In the spots, the rat wakes up in the morning and follows the mundane routine of getting up and going to the same job every day.
The rat then turns his nose up to the blandness of normal existence, falls in love and escapes to the promised land of Kiss 100.
The ads were created by Mother, with media planning by Naked. Media buying was through Starcom and Posterscope.
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