Ole Miss has used a non-traditional (and at the same time very traditional) passing play to set up Chad Kelly's success on the ground this season. Ole Miss used a pop pass that may or may not have been legal in order to beat Alabama this season, and Rebel fans have continued to see similar plays implemented this year. They're not unique in this. Here's an article from SB Nation about the pop pass.
When the Rebels run pop passes (essentially plays in which a quarterback rolls out of the pocket with an option to either run or pass), defenders begin to respect their receivers more.