“To some folks, basketball’s just a fancy vegetable. To us, it’s a way of life.” So says Farmer Floyd, the fictional farmer brought to life in this campaign for DIRECTV’s premium college basketball subscription package. Each spot takes a mockumentary look at a farm that “grows” basketballs for the upcoming season, building a narrative with live-action footage, interviews, game highlights, vintage photos and even a veteran Harlem Globetrotter. The result is a cross between the signature ESPN SportsCenter advertisements and a Ken Burns documentary—a memorable and funny campaign that reaches out to dedicated college basketball fans.