Gossip Girl may not get the ratings, but it will sure get people talking. Its newest advertising campaigns will make certain of that.
The show's second season begins September 1, following an August promotion to put viewers... in the proper mood. A very sexy mood.
And in an ironic twist, racy new Gossip Girl ads co-opt language from the very criticism of the show for being too, well, racy.
Alert surfers got a preview last week, when images of coupled-up Gossip Girl characters found their way onto several websites.
For example, Serena van der Woodsen (Blake Lively) appears with her eyes shut dreamily, mouth open, while a "friend" nuzzles her neck.
Strongly suggesting the pair are just getting started, the headline, which quotes The Boston Herald, declares: "Every Parent's Nightmare."
Then there's one featuring the morally bankrupt Chuck Bass (Ed Westwick) seductively feeding some girl cherries. "Very Bad For You," indeed.
Follow the jump for more of the new Gossip Girl ads ...
Other such moments (on a couch, in the sack or even skinny-dipping) are called "A Nasty Piece of Work" or "Mind-Blowingly Inappropriate."
That latter phrase was borrowed from the Parents Television Council, which has blasted the series' salacious content since its premiere.
The series debuted last fall. Then, in January, its run was interrupted (along with every other show) by the Hollywood writers strike.
No new episodes were aired until April 21, for which the first, controversial welcome-back campaign was launched.
That promotion included a pair of racy images of the show's characters with a simple, declarative headline: "OMFG."
THAT got people talking. This surely will too.