Step aside, Matt Leinart. Move over, Reggie Bush.

The University of Memphis is revving up a Heisman Trophy campaign on behalf of DeAngelo Williams, a 5-foot-11, 217-pound senior running back who is already the school's all-time leading rusher.

The university plans to spend $30,000 on the campaign. Its promotional vehicle is a racecar.

Jennifer Rodrigues, Memphis' athletic director for media relations, got the idea when she noticed her husband's Dale Earnhardt die-cast model race car on their home entertainment center.

"I was thinking it needed dusting," she said.

From that dust, a Heisman campaign cometh. Voters, start your engines.

The car is 7A 1/2 inches long and painted Memphis Tigers gray and blue. Top speed: as fast as you can push it. Coming soon to a Heisman voter near you.

This voter is already wondering, "What do I do with it?" It's too big for my cat and too small for my dog; there's no room on my office shelf unless I toss out the Byron Leftwich bobblehead doll.

Maybe I'll put it on my desktop computer as a reminder that parity is gaining speed in college football, though probably not as fast as the Tigers would like.

Memphis football coach Tommy West was quoted in an Associated Press story as saying Williams' shot at the Heisman "is pretty much equal with anybody in the country right now. ... I don't really see any frontrunner out there."

Check your rear-view mirror, Coach.

The University of Southern California won the national championship last season. Leinart, its quarterback, won the Heisman. Neither one went pro.

Behind Leinart -- both in the backfield and the Heisman race -- is Bush, USC's big-play tailback and punt returner. Oklahoma tailback Adrian Peterson is back, too. So is Texas quarterback Vince Young, who produced a season's worth of highlights in the Rose Bowl alone.

Those aren't just established stars. They're BCS-approved. A hard fact of sports: Busch Series drivers don't win the Daytona 500, and Conference USA players don't win the Heisman.

"We're realistic," Rodrigues said. "We understand the BCS schools obviously get more publicity and get more TV time. Our job is to get his name out there."

She has help from His Hairness himself. ESPN draft analyst Mel Kiper projects Williams as a top-five pick in the next NFL draft.

But don't get the wrong idea. This isn't a Heisman-or-nothing campaign. Memphis isn't just promoting one player. It's promoting a program that's making progress. The Tigers, who will play in Neyland Stadium on Nov. 12, have been to back-to-back bowl games for the first time in school history.

Could you imagine a Heisman campaign at Memphis 10 years ago? Two years ago?

"It's exciting to see him listed under 'Heisman Trophy candidates,' " Rodrigues said. "It's huge for him and our school."

Williams, a native of Wynne, Ark., is worth promoting. He rushed for 1,948 yards and led the nation with 22 rushing touchdowns last season. The Tigers appreciate what he didn't do as well as what he did.

He didn't go pro --despite speculation he would be taken in the first round and despite the departure of most of his offensive supporting cast. He quickly warmed up to his revamped offensive line during spring practice.

Rodrigues told Williams about the theme for his Heisman campaign before she announced it to the media. Shortly after leaving her office, Williams called back.

"Make sure that you get a picture of my offensive line on the website," Williams said. "And call it my pit crew."

That's pretty smart for a race-car rookie.