Listeners will be able to win £10,000 every weekday morning throughout May, with £150,000 on offer in total.
The Music is Money competition will consist of a simple music-related question to reflect the station's content, which will be repeated until the prize has been won.
The Music is Money campaign, created by St Luke's, will run on on ITV, Channel 4, Five and Emap's Magic TV. It will also feature bus sides, posters and press ads in Metro and the Evening Standard, and a viral and online campaign.
The TV ad shows Fox posing a question to a listener who doesn't know the answer, as an array of knowing listeners, including a zoo-bound bear, shout out the correct answer.
Andria Vidler, managing director of Magic 105.4, said: "This creative is a funny and engaging approach to attract listeners into breakfast.
"The campaign will put a smile on your face and reinforce Magic's credentials of having the best music and the best cash prizes in the London marketplace."
The TV ad was produced by Stink, directed by Zak and Dan, and created by Alan Young and Julian Vizard. It will break on Friday May 5.
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