The body is to run an umbrella campaign that positions the network under the TfL banner.
The campaign, created by M&C Saatchi, introduces the tagline: 'Your Transport for London.' It will be used across TV, radio and posters from the end of this week.
The television execution follows a man who uses the TfL network, including the Tube, buses and his bike, to travel around the capital.
The commercial aims to persuade Londoners to use all available modes of public transport and to foster a sense of ownership of the system.
TfL head of group marketing Nigel Marson said the umbrella campaign's launch was timely because it follows recent steps to modernise the London transport system, such as the latest Oyster card developments.
The campaign is the first to appear since TfL undertook a statutory review of its advertising. This divided up the business between WCRS, which won the congestion charge brief from TBWA\London, and M&C Saatchi, which held on to the rest of the account.
TfL is expected to run a campaign for the congestion charge, as it plans to expand the area covered by the zone.
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