Warner Bros. Television Distribution
I am so done with sundresses and sunscreen. This waiting for the Fall TV season is torture. The marketing campaigns haven’t even started! No palettes wetted. Come. On. Instead of impatiently waiting to be wowed, I decided to pull a throwback, best-at courtesy of Gossip Girl season two.
In it’s first season, Gossip Girl was widely misunderstood as a younger targeted show – the press had a field day and the dismal ratings warranted cancellation. What was supposed to be a fun, entertaining, and soapy drama, turned into a lightning rod for conversations on child rearing and a sad reflection of a reckless, feckless youth. Taken too seriously by media and watchdog groups alike, Gossip Girl incited venomous reactions and headlines.
As a last ditch effort, with nothing to lose, Gossip Girl went into the season two promotions with guns blazing. Those venomous headlines were turned into a white hot marketing campaign. Instead of hiding the negative coverage, Gossip Girl (and the geniuses at WongDoody) matched the quotes with incendiary imagery. The campaign put the show's wit, intelligence and sophistication on full display for all to see. Job done. Bow down. Don't even get me started on the typography. Delightful.
Also of note, are the Gossip Girl season two TV promos which employed the same venomous headlines. All are here on this link. The last two are just magic, using the track, Ca Plane Pour Moi by Plastic Bertrand.
I mean, OMFG in all the best ways. XOXO