Think outside the box. It's a phrase that makes me want to choke a person. But in this ad, from The Neptune Society, which is the "largest independent cremation company in the United States," I think the phrase not only fits but is almost perfect. The ad first ran last Friday in USA Today. As part of the release announcing the ad, we are told: "According to CANA, the Cremation Association of North America, cremation sales are increasing every year. Neptune is leading the way in making more Americans aware of the possibilities." The possibilities? Other than donating your corpse to science, how many legal options are there? It's in the ground or in the oven, no? Me, I want a Viking funeral.