CW hopes sex sells "Gossip"

By James Hibberd

LOS ANGELES (Hollywood Reporter) - The CW is launching a provocative new campaign for "Gossip Girl" using an image of two characters having sex.

One version is branded with the letters "OMFG," which is online slang for "Oh my f---ing god." A tamer version uses "OMG." The image is taken from the show's pilot. Another ad in the series shows two characters making out in the back of limo branded with the ":O" emotion.

The ads are designed to promote the return of "Gossip" to original episodes on April 21 after its writers strike-induced hiatus.

The images hit the Internet a few days after the conservative watchdog group Parents Television Council targeted the CW for an anti-indecency campaign. The PTC is encouraging its members to file FCC complaints about a scene on "America's Next Top Model" that showed pixilated nudity.

"We wanted to create a provocative campaign that stands out from the competition and reminds viewers of some of the 'OMG' moments that have made Gossip Girl one of the most buzzed-about new shows on television," the CW said in a statement. "This sexy, sophisticated campaign speaks directly to our adult 18-34 viewers using expressions that are part of their lexicon."

Reuters/Hollywood Reporter