It is arguably the biggest play in the storied 104-year history of Southern Cal football.

      Heck, it may be the most talked-about run in recent college football history, period.The site was the Los Angeles Memorial Coliseum. The date was Nov. 18, 1967.

      At stake was the Los Angeles city championship, the Pac-8 title, the Rose Bowl, the Heisman Trophy and the national championship.

      Other than that, not much.

      No. 1 UCLA (7-0-1), led by standout quarterback Gary Beban, was leading the No. 3 ranked Trojans (8-1), 20-14, with less than 11 minutes to play.

      The Trojans faced a third-and-seven at their 36-yard line. Quarterback Toby Page hunched over center, saw that the Bruins had switched to double-coverage on his intended receiver, Ron Drake, and quickly audibled to a run play called, "23 blast."

      An exhausted O.J. Simpson, the man who was to carry the ball on the play, was momentarily stunned.

      "I was so tired," he said. "I couldn't even run a pass pattern. I almost went into motion because I wanted to say, `No.' I thought, `Not only am I tired, but it's a horrible call.' But by then, the ball was snapped and it was all instinct."

      Simpson exploded through a hole on the left side of the line courtesy of blocks by tackle Mike Taylor and Steve Lehmer. He then followed fullback Danny Scott who threw a block on Bruin linebacker Don Manning at the 40.

      At the 43, Simpson took a sharp left turn, picking up key blocks by center Dick Allmon and Drake. After racing up the sideline to the UCLA 45, Simpson cut back toward the middle of the field.

      Suddenly, "The Juice" was on the loose.

      "I could look at his eyes," Trojan coach John McKay would later say, "and I knew that was going a long ways."

      Several Bruins started in a fruitless attempt to catch Simpson, a world class sprinter. None even came close.

      The result was a 64-yard touchdown run that gave USC a 21-20 victory and eventually the national championship after a 14-3 win over Indiana in the Rose Bowl.

      Beban, who passed for 301 yards and two touchdowns in an era when 300-yard passing games were rare, would win the Heisman Trophy that year. The following season, in 1968, it was Simpson's turn.

      Not only did the exciting contest have a great influence on Heisman voters but also prospective recruits.

      Five years later, in 1972, USC went 12-0 and won the national championship with what some college football diehards have claimed is the greatest college team of all time. Most of its star players were either juniors or seniors in high school in 1967.

      Had UCLA gone on to win the game and the national championship, the Bruins could very well have been on their way to a dynasty. After all, UCLA would have won three in a row over the Trojans and could have legitimately claimed it owned the city when it came to football, just as a fella named Wooden did in basketball.

      Instead, USC went on to play in six of the next eight Rose Bowls and claim three national championships ('67, '72, '74).

      The turning point, many Trojan fans still believe, was O.J.'s 64-yard game-winning run in 1967.

      "It's a 5-yard run," said McKay, "But he turned it into something else. It's one of the greatest runs I've ever seen.

      "(Simpson) was a great athlete and a great person. I don't think the Lord is making a lot of those guys. If he is, I'll get back into coaching."

      "So much of it is a blur," said tight end Bob Klein. "You'd wake up and he'd be in the end zone and you'd say, `What's going on?"'