Nebraska quarterback Taylor Martinez majors in advertising, so what is to be made of the approach he's taken to the historic moment at hand?
Either he's a minimalist at heart or he's blowing off the project all together.
Martinez is sure to play a major role Saturday night when the eighth-ranked Cornhuskers hook up with the seventh-ranked University of Wisconsin at Camp Randall Stadium.
As an ad campaign, the matchup looks like a gold mine. Nebraska is making its Big Ten Conference debut after 15 years as a member of the Big 12. Both teams are unbeaten. A pair of top-10 teams will face off in town for the first time since the Kennedy administration. And the programs have the attention of the college football world thanks in part to the presence of ESPN and its popular television pregame show "College GameDay."
There's a ton of great propaganda material there, but Martinez took a hands-off approach during a news conference Monday in Lincoln, Neb. Based on the rhythm of all those who took questions from the local media, that was by design.
What does Martinez know about the Badgers?
"That they're 4-0 and that they're a good team," he said.
Are the Cornhuskers excited for Big Ten play?
"Of course, I think everybody is," he said.
What about the differences between the Big Ten and the Big 12?
"I don't think it's going to be much different," Martinez said. "Football is football."
You get the drift.
There aren't many college quarterbacks as athletic and threatening as Martinez — he's rushed for 241 yards and four touchdowns in one game; he's passed for 323 and five TDs in another — but the Badgers have crossed paths with a couple in recent years.
Terrelle Pryor presented that kind of challenge when he was at Ohio State from 2008 to ‘10. Denard Robinson did likewise for Michigan last season. The same goes for Chandler Harnish when UW played Northern Illinois two weeks ago.
But while Martinez is an inconsistent passer — in 17 career games his completion percentage has been below 50 percent eight times — there's no getting around the fact he has seven 100-yard rushing performances and the Cornhuskers are 10-0 when he picks up at least 50 yards on the ground.
Martinez was asked what he thinks the Badgers will do to defend him and what he's seen from their defense on video.
"I have no clue because every team game plans the offense different, so we'll see," he said.
"We're still watching film and so far, from what I've seen, they're kind of basic. So hopefully they'll stay that way."
What did Martinez mean by "kind of basic?"
"They don't do very much blitzing and stuff like that," he said.
Nebraska has played four schools with a combined record of 10-6, including one-loss Washington and Wyoming. So how much better is Wisconsin than those opponents?
"I'm not really sure," Martinez said. "It's going to be a good game."
The Cornhuskers are 11-4 on the road since Bo Pelini took over as coach in 2008, including a 38-14 triumph at Wyoming last Saturday, so what experiences will translate to a prime-time game at Camp Randall?
"Just to know that I've already been (on the road) before, and that I've played in that type of environment, and I'm ready to play in this environment again," Martinez said.
Martinez had multiple opportunities to embellish this marquee matchup — the first time the schools have met since 1974 — but stuck to the same vanilla script.
There seemed to be one deviation, though.
The Badgers are strong betting favorites to prevail, so Martinez was asked if he likes the underdog role and if Nebraska has something to prove.
"I think everybody on the team has something to prove," he said. "I think it should be a good game. We're ready to shock the world."