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DIRECTV ‘ESPN Full Court’

DIRECTV

A farmer grows basketballs for the upcoming college basketball season in this mockumentary campaign.

The opening spot of a humorous live-action campaign designed to market ESPN's Full Court college basketball subscription on DIRECTV. The basic concept involves a documentary-style look at the life of Farmer Floyd, a down-to-earth farmer who "grows" basketballs for the NCAA. Motion Theory wrote, produced, directed, and edited the "Basketball Farmer" campaign in-house, shooting the spots in North Carolina, with extras including an ex-Harlem Globetrotter, coach Rick Pitino, and a lot of college basketball fans. The first spot in the campaign ("Farmer") introduces the down-to-earth Farmer Floyd and his unusual crop: basketballs. In the "History" spot, Floyd wistfully reflects on the history of his basketball farm as "vintage" footage takes us back to the early days of the sport and the farm.