Duke University calls out The White Lotus over logo use in suicide scene

Duke University has come forward saying that the latest episode of HBO's The White Lotus has "gone too far". 

The sixth episode of the third season titled "Denials" aired earlier this week and featured character Timothy Ratliff, played by Jason Isaacs, who is seen struggling with suicidal ideations. The episode featured the character contemplating shooting himself in the head as well as shooting his wife and then himself. In one of the scenes, the character wore a T-shirt with the Duke University logo. 

Don't miss: Max celebrates The White Lotus season 3 with region-wide OOH activations 

University spokesperson Frank Tramble told Bloomberg that Duke's depiction in the series has gone too far. While Duke appreciates artistic expression and creative storytelling, the apparel prominently bearing the university's registered trademark creates confusion and mistakenly suggests an endorsement or affiliation where none exists, added Tramble. 

In addition, Tramble said that the series used Duke's brand without permission and had used it on imagery that is troubling. It also does not reflect the university's values. This is especially since suicide is the second-leading cause of death on college campuses, explained Tramble. 

In the fifth episode of The White Lotus, Ratliff was also seen spiraling over the consequences of his business dealings. In a shocking scene, he lifts the gun to his head and contemplates killing himself. The scene has since become a meme amid the ongoing NCAA national college basketball championship March Madness happening in the US. 

One X user posted the image and said "White Lotus just blessed us with an all-time meme if Duke loses early in the tournament and for any brutal Duke loss thereafter." 

In response to the tweet, Duke said "Suicide is the second-leading cause of death on college campuses. Rivalry is part of March Madness, but some imagery goes too far. If you or someone you know needs support, call or text the Suicide Prevention Hotline at 988." 

MARKETING-INTERACTIVE has reached out to Duke University for a statement. 

The White Lotus first premiered on 16 February on Max. The series has since amassed 4.2 million in viewership, a record-breaker for the series, reported Collider. The series follows a group of guests during their stay at 'The White Lotus' hotel and resort in Thailand. The guests include three friends uniting on a girls' trip, a family of five, two couples, and a returning character named Belinda from the series' first season. 

To celebrate the premiere, streaming platform Max had unveiled a range of out-of-home activations across Southeast Asia, Taiwan and Hong Kong. This includes a premiere event in Bangkok, Thailand, an exclusive screening, full MRT takeovers, concierge-inspired pop-ups and installations for unique photo moments. 

(Photo courtesy: Max, YouTube)

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