From the earliest moments of a student’s Creighton experience, he or she sees the university’s emphasis on the Jesuit values. One of these is the value of Magis, or ‘the more,’ which encourages students to strive for excellence. Creighton has recently begun using this value as a new sort of branding, employing signs, t-shirts and even video advertisements to exhibit the ways in which Creighton provides more as a university and creates a better, more well-rounded student.

Recently, however, the University took the concept of Magis and misapplied it terribly. In a new video ad campaign titled “Be More,” which has now been taken off of Creighton’s YouTube channel, the University mistakes pursuing a more dynamic and fulfilling life to instead depict attending Creighton as a means to become more pretentious, more condescending and more self-centered.

Had these commercials aired three years ago during my college search, I would not be attending this university. Never mind the strong academics, the nice class sizes or the plethora of other positives Creighton provides for its students. I simply could not ever picture myself at a school that promoted such arrogance.

Perhaps the worst segment of all is the golfer who gives his main reason for choosing Creighton as becoming the boss of his tee partner, because that would make his entire college experience worthwhile. This situation could not contradict the Jesuit value of Men and Women For and With Others any more. As students we are told to be observant of the needs of others and to work together to contribute to something greater than ourselves, yet the advertising campaign from that same university is now sending the message that it is here solely to help students one day order others around.

Unfortunately, the issues with the “Be More” series of advertisements don’t end there. Almost every single person in the ads is a white male, which diminishes the large role that women and people of color play in the university and the goal for diversity in the college experience. It’s no secret that Creighton is predominately female, otherwise jokes about the ratio between men and women wouldn’t be cliché. Yet the sole female in one of the advertisements for the Heider College of Business is a jogger in a sports bra, which is another issue. As the men are portrayed as business leaders and researchers, the lone woman looks like she is working hard on her MRS degree.

The ad campaign also fails to make a single mention of faith, service or justice, all of which are pillars to the University’s mission. At no time do any of the actors in the commercials say Creighton will allow them to be more by developing their faith at a Jesuit school, or do they mention any of the numerous service organizations or activities on campus. Instead, the perception is created that Creighton is here to serve our own personal needs and wants. We were recently named the number one Midwest regional university by “U.S. News and World Report,” but even that doesn’t get a mention. We have every right to be proud of our student body as we work to serve others and grow as individuals, but apparently these same students were not deemed worthy enough to be portrayed in the commercials, as the ad campaign instead uses actors rather than actual students.

For a college that has so much to offer its students and a mission to better and serve others, this ad series is a complete misrepresentation. This is not the Creighton I know and love. This is not the Creighton that prepares its students to become role models in the community by demonstrating faith and service. This is not the Creighton that emphasizes the Creighton family and how close all the students are to each other. After watching these ads, I am not encouraged to be more as a Creighton student, and in reality the only thing I couldn’t “be more” is disappointed.