CW is having a some marketing fun at the expense of its harshest critics.
I laughed out loud this ayem when I saw a “Gossip Girl” quote ad on the side of a bus that proclaimed the show to be “Mind-blowingly Inappropriate,” with a tagline crediting that august organ of critical discourse, the Parents Television Council watchdog org. There are others in the series, including one touting the New York Post’s assertion that “Gossip Girl” is “a nasty piece of work.”
But it was the PTC quote that struck me as inspired. Tim Winter, prexy of the PTC, is rolling with it in the same way that CW is trying to use the PTC’s outrage to its advantage. “Normally, we have to pay for our outdoor advertising,” Winter noted. “We’d be thrilled if every network used our quotes about their programming to describe it in their ads.”
That said, Winter stressed that he is troubled by the steamy “Gossip Girl” ad campaign. No matter what CW says about the sexy show being aimed at young adults, the ads are titillating bait for teens and pre-teens, in Winter’s view.
“I am deeply troubled what the CW network is doing with the programming they’re putting on the public airwaves and in particular the media campaigns they’re putting out to promote their shows,” Winter says.