Actress Leighton Meester of "Gossip Girl" carries a surfboard, her award for winning "Choice TV Actress Drama" at the Teen Choice 2009 Awards taping in Los Angeles, California August 9, 2009.
LOS ANGELES– The CW is again diving into text-message shorthand for its latest provocative ad campaign.
To promote Season 3 of "Gossip Girl," the network is set to launch a campaign Monday to get its young viewers saying "WTF" (well, even more so). Unlike last year's eyebrow-raising "OMG"/"OMFG" campaign, however, there's a more practical twist this time. During on-air ads, "WTF" is revealed by the network to stand for "Watch This Fall."
The new "WTF" ads follow up an evocative print campaign for the "Melrose Place" remake ("Menage a Tues") and a campaign for "Vampire Diaries" ("Love Sucks"). "Gossip" returns September 14.
