The University of Notre Dame is promoting the candidacy of its star junior running back for postseason awards, by today unveiling a #33Trucking website and Twitter account for Josh Adams.

Adams, who wears #33, has started generating Heisman chatter among major media outlets such as ESPN after his 19 carry, 191 yard, three touchdown performance against the USC Trojans. While the site bills itself as “A look at the 2017 Notre Dame football candidates for major end-of-season awards,” it’s clearly focused on the Warrington, Pa. tailback. (It’s also a work-in-progress.)

Adams has 967 rushing yards in 105 attempts and eight touchdowns. He’s also caught nine balls for 84 yards so far this season.

The site’s motto is: “Long drives. Reliably delivered.” Long, in this instance, refers to Adams’ six runs of 60 or more yards, first nationally among Football Bowl Subdivision players.

Chris Simms, the former Texas Longhorns quarterback now working NBC Sports’ pregame show for Notre Dame home games, expressed frustration today that Adams wasn’t garnering the national attention Simms believes Adams deserves.

One reason Chris Simms says Josh Adams is being overlooked in Heisman talks: "He doesn't look as cool in his uniform as Saquon Barkley." pic.twitter.com/dWEfdQ96kN — Mike Vorel (@mikevorel) October 27, 2017

While Adams said earlier this week that he’s tuning out Heisman chatter, that isn’t slowing down the university’s promotional machine. They planned to shoot a video Wednesday, “Inside the Mind,” that includes a voice-over from Adams and scenes that will take viewers on the journey from his freshman campaign all the way to last Saturday’s explosive 84-yard scamper against the USC Trojans.

The video project is a collaboration among Cody Baker, former ESPNer-turned-university-employee Jaye Galloway, former Bleacher Report-turned-university-employee Adam Donaldson, and Jodain Massad, executive producer at Fighting Irish Media. If you watch anything from FIM, you know Adams’ candidacy is in great hands.