EUGENE, Ore. -- It wasn't Oregon's two-straight Pac-10 titles, or even the Ducks' slightly better national ranking. Southern California wanted this win because of that annoying billboard.

"We took the billboard as an insult," wide receiver Kareem Kelly said after USC's 44-33 victory over Oregon Saturday, "so we wanted to come out here and put on a good show."

The billboard in question touts Oregon football, and it was put up in Los Angeles by some enthusiastic Duck boosters.

The Trojans certainly didn't care for it.

"The only thing in L.A. where they put the billboard is 'SC. So what does that tell our players and everyone who is a Trojan?" freshman receiver Mike Williams said. "We took that personal."

To add fuel to the fire, receiver coach Lane Kiffin put a copy of the billboard -- which can be seen on one of the freeways leading to the Trojans' home at Los Angeles Coliseum -- in the playbook.

The result was a victory that keeps USC in the chase for the Pac-10 title, and all but eliminates Oregon's shot at a three-peat.

On the theory that any team with two conference losses is out of it, the Trojans hung with Washington State (7-1, 4-0) and surprising Arizona State (7-2, 4-0), the first team to knock off the Ducks this season.

Washington State hosts co-leader Arizona State next Saturday.