Odd, the Bauer Radio station's advertising agency created the ads from a brief to capture the energy of the show and listeners' feeling that it helped kick-start their day.
The ads show the pillow-fighting duo and co-host Charlie holding a bowl of cornflakes, and suspended above the Kiss logo on a sunrise-glow background. The strapline is "Jump start your day. Kiss 100 breakfast with Rickie and Melvin."
They will be seen this month on 48-sheet and six-sheet posters, bus sides and digital media on the London Underground.
In July, Kiss is planning to extend the campaign to Bristol and the South West, and East Anglia, where its other stations are located.
The summer will also involve Kiss in a media partnership with the O2 Wireless festival.
Steve Parkinson, managing director of Kiss, said: "Kiss is the undisputed sound of young London and Rickie, Melvin and Charlie embody the smart, young and aspirational nature of our audience."
The Kiss breakfast show reaches 656,000 listeners every week, up by 73,000 since Rickie and Melvin joined after being spotted working behind the scenes at the BBC.
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