LOS ANGELES (CBSLA.com) — A billboard featuring USC quarterback Matt Barkley placed in Westwood, near UCLA, has been covered up, and no one has any idea who did it.

The billboard at Westwood Boulevard and Lindbrook Drive has Barkley, a favorite to win the Heisman Trophy, looking up. The billboard says, “We play to finish” in red, with the LA in “play” highlighted in gold.

The billboard was covered up just a day after the Los Angeles Times made light of its placement.

USC officials told the Times they did not cover it up, nor did they place it to taunt their crosstown rivals.

UCLA officials also denied any involvement in covering up the billboard.

The Times reports the billboard is owned by Regency Outdoor Advertising, a company co-owned by prominent USC donor Brian Kennedy.