You Know You Love Them: Gossip Girl Season 2 Promos

By Marisa

It’s no news that Gossip Girl has been drawing criticism for its racy content and depictions of teenage debauchery. But the recent ad campaign launched by the CW to promote its second season has reignited the flame beneath TV watchdog groups and snobby critics alike. It’s been grabbing the attention of the show’s targeted demographic as well as news sources such as CNN. But this time, the ads (all of which can be found on the CW’s YouTube page) are under fire not only for their salacious content, but also for twisting around the words of critics and using them to glorify the show’s risque themes.

The Parents Television Council is outraged (as usual) over the ads’ audacious use of the organization’s criticism – in advertising the very show these watchdog groups are crusading against. Tim Winter, president of the Parents Television Council, says that the ad campaign is indicative of the CW’s desperate attempts to gain more viewers this fall.

On the other hand, marketing expert Paul Kurnit praises the campaign as a really smart way for the show to reach its young viewers and generate excitement for the second season. He refers to it as the “forbidden fruit” effect, making teens want to watch the show even more simply because it’s what their parents don’t want them to watch. This isn’t a new trick for the teen soap, as its April ad campaign demonstrates, but actually using its own negative press to promote the show certainly is.

The CW is defending the ad campaign. It said, “We wanted to create a provocative, unconventional campaign that resonates with Gossip Girl’s sophisticated, media savvy young fans.”

As a fan of the show and an opponent of censorship in general, I think the campaign is brilliant. Using phrases like “A nasty piece of work” and “Every parent’s nightmare,” originally the press’ criticism of the show, is a unique and enticing way to interest both old fans and new viewers. The forbidden fruit metaphor is a perfect way to describe it; it’s exactly what your parents don’t want you to watch, so it makes the show all the more intriguing. Plus, the ads themselves are totally hot, especially the one with the Dan/Serena action. For once, I’m actually psyched for September to roll around!

What do you think? Are the season 2 promos smart and sexy advertising? Or “mind-blowingly inappropriate” and “very bad for you?”

[Photo courtesy of TeamSugar]