St Luke's has produced "lyrics", a 30-second spot which will premiere in the centre break of 'Coronation Street' on Monday and feature heavily on ITV, Channel 4 and Five this autumn.
Its soundtrack includes songs by Michael Buble, Daniel Beddingfield and 10CC, representing Magic's mix of new music and enduring classics.
Visually, lyrics from the songs rove around the screen imposed over footage of London streets and parks.
With the "More music, less talk" positioning Magic has risen steadily to challenge Capital and Heart for London market leadership.
While cementing that positioning, Magic is experimenting around the edges by upping speech and celebrity content.
New programming includes Eamonn Holmes with a Sunday afternoon show and two "favourite songs" shows: 'Indulgence' for non-music celebrities; and 'My Magic Music' for musicians.
Andria Vidler, managing director of Magic, said: "We're delighted with this campaign that places music firmly as the hero. The creative treatment clearly differentiates us from our competitors, who continue to focus on personality-led advertising."
Second-quarter radio listening figures give Magic a second-placed 5.1% share in London, up from 4.6% a year ago.
St Luke's won the account in May 2004 and followed up Mother's sleepdancing baby ad with a spot called "familiar world".
"Lyrics" was created by Simon Friedberg and Andy Drugan and directed by MK12. Media was planned and bought by Starcom.
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