The CW's hot new 'Melrose Place' art

The CW hopes to get fans saying "OMFG" again, this time with a stylish new marketing campaign for its upcoming "Melrose Place" reboot.

Last year the network drew raves (and a few helpful parental complaints) for its risque "Gossip Girl" ads.

For the fall, the CW is preparing to roll out a "Melrose" campaign that includes a trio of new posters with provocative taglines. The ads have an illustrative quality, a bit like vintage paperback covers, combined with more modern copy such as "Tuesday's the New Humpday."

"We have an absolute drop-dead gorgeous cast, we have a fun show where everybody is dating everybody else, and we wanted a scandalous kind of soap opera," said Rick Haskins, head of marketing for the CW. "We tried to capture a heightened reality of the show. We think it captures 'Melrose' the way 'OMFG' did 'Gossip Girl.'"

Each image, starting with the one below, also makes strong use of the show's iconic apartment complex and swimming pool, trying to turn the show's setting into a character. The taglines reference the show's Tuesday time period to encourage live viewing since the CW's audience is notoriously DVR savvy. One of them -- "Tuesdays are a bitch" -- is a tweak on the original show's 1990s marketing campaign ("Mondays are a bitch").

"Melrose" and new Thursday night drama "The Vampire Diaries" will be the network's biggest marketing focus in the fall, with ads in print, online and outdoor media. The "Melrose" ads roll out the first week of August. There's three in all, here's an exclusive first look:

 

NEXT PAGE: 'Melrose Place' 2 - "Tuesdays are a bitch"....

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