Okay, start the clock. Tom Green's 15 minutes have officially started in earnest.

Green -- whose no-stunt-too-stomach-turning show has gone from Ottawa cable access to a million viewers on MTV -- has signed on as spokesman for Pepsi One. And he's been travelling to U.S. college campuses (Arizona and Cincinnati last week, Duke this week) taping spots to be shown in the Final Four NCAA basketball rundowns. As you might expect, the spots involve Green using "guerrilla tactics" on the students he encounters.

It's a quantum leap in exposure, from the million viewers Green gets now, to as much as 40 million when the Conferences collide.