If life were a game of limbo, the University would win. It has sunk really low in its latest incarnation of cheap commercialism. It has approved the manufacturing of a University of Virginia casket.
Whitelight, the company that manufactures this casket, has a patent on all graphic designs on caskets in the United States. So if there’s a graphic of any kind on your casket, you’ll know who made it — Whitelight.
Whitelight’s products don’t exactly scream class act. One of the caskets they feature on their Web site, artcaskets.com, is a simple box stamped with the words “Return to Sender.” Like gaming? Get a casket entitled “Memories of the Hunt.”
In a tremendous display of irony, Whitelight writes in a paid adverstisement in the Spring 2002 U.Va. Alumni News “[t]his handsome, high-quality casket designed for graduates and friends of the University of Virginia is a classic and uplifting expression of life.” Yes, you read that correctly, their University of Virginia caskets express life. Ha.
“This product is purchased under a fully guaranteed, lifelong certificate of entitlement and at the time of need, it will be delivered to any funeral home in America.” Good thing there’s a lifelong certificate — when the time of “need” rolls around the certificate no longer is valid, on a careful reading of the advertisement.
The University has the power to deny the use of its insignia on any product. For example, the University does not license the use of its insignia on any toilet products because it would be distasteful. University brand condoms were rejected for the same reason.
So why is the U.Va. casket okay? Maybe the University’s standard 8 percent royalty on any product with its insignia made it too attractive to turn away such a big ticket item, despite how tacky many of Whitelight’s products are.
Fortunately, as of today, not a single casket has been ordered, and hopefully it will remain that way. However, Whitelight’s president, Patrick Fant, reports that there have been over a dozen inquiries.
There’s some confusion about what the University stands to gain. Bill Hunt, the liaison between Whitelight and the University (he gets a commission on each casket) reports that on top of the royalty, $500 is donated to the University and can be directed at the future user’s discretion. But University Spokeswoman Louise Dudley says no such special arrangement has been made. If Hunt is correct, the University stands to gain even more by the sale of these caskets. (This wouldn’t necessarily be a bad thing if casket revenue were dedicated to free printing for students).
The University had the opportunity to quash this tasteless product, but it didn’t. Instead, the University has connected itself with the death business.
To borrow from a very bad joke Whitelight has buried over a dozen times (quite literally), this casket needs to be returned to sender.