Bruins can say they were almost there

This was a tribute to truth in advertising.

Fresno State fans were promised "history" by the UCLA marketing department's Central Valley campaign and the more than 15,000 red-clad customers at the Rose Bowl on Saturday can now say, "I was there."

The Bulldogs raced to the red mass at the north end of the stadium to celebrate after a 36-31 victory over UCLA. It was a part of a long-and-loud finish that left the Bruins trudging off the field toting their third consecutive loss.

"UCLA wanted our people here to make some money," Fresno State wide receiver Seyi Ajirotutu said. "We wanted them here to watch us win this game. I guess we both got what we wanted."

Meanwhile, the Bruins had to settle for their best offensive performance of the season and the memory of the red throng getting louder as the Bulldogs milked the last 8 minutes 55 seconds off the clock with a drive that ended at the UCLA five-yard line.

"I hate red," UCLA defensive tackle Brian Price said. "I felt like a bull."

The loss left UCLA with a 1-3 record, its worst four-game start since going 0-3-1 in 1983. Rick Neuheisel, who was quarterback of that team and runs this one, said, "Hopefully we can get through this barrier that gets us to victory and not stumble when we get close."

UCLA is getting closer, at least in margin, after losses to Brigham Young (59-0) and Arizona (31-10) the previous two weeks. But the Bruins will have to go 5-2 the remainder of the season to be bowl eligible.

"Everyone can talk all they want about the kind of year they think we're going to have. I don't care what anyone else has to say," said UCLA tailback Kahlil Bell, who had 73 yards rushing in his first game since suffering a sprained ankle in the opener.

"When the Pac-10 gets rolling, that's when we will be concerned what our record is. Right now, we've lost to only one Pac-10 opponent."

Of course, the Bruins have played only one Pacific 10 opponent, but Bell said, "I'm still optimistic what we can get done this season."

The 25th-ranked Bulldogs (3-1) had their Bowl Championship Series dreams dashed by a 13-10 loss to Wisconsin, but that hasn't diminished their fans, who were encouraged to attend Saturday's game by the UCLA marketing department.

Then the Bruins' football team provided in-game incentives.

Late in the second quarter, Neuheisel decided against a field goal on a fourth-and-one at the Fresno State 18. Bell was stopped for no gain and the Bulldogs drove 82 yards for a touchdown and a 20-19 lead at halftime.