Last year the CW drew raves for its OMFG ad campaign for Gossip Girl.

For this fall, the network has some stylish new marketing art for the launch of its Melrose Place reboot.

The ads have an illustrative quality, a bit like vintage paperback covers, combined with more modern taglines 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.

Notice each image, starting with the one below, also uses makes strong use of the show’s iconic apartment complex/swimming pool, making the setting into a character in the shots. Each of the taglines contain a Tuesday reference, to help drive live tune in since the CW’s audience is notoriously DVR savvy. One of them — “Tuesdays are a bitch” — is tweak on the original show’s marketing (“Mondays are a bitch”).