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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. [Agencies]

LOS ANGELES– 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.