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 (Hollywood Reporter) - 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.

(Editing by DGoodman at Reuters)