DIRECTV "ESPN Full Court " TV Campaign. "ESPN and DIRECTV approached Motion Theory directly to develop a campaign designed to market ESPN's Full Court college basketball subscription onDIRECTV. In response, Motion Theory created and directed the'Basketball Farmer' campaign, a mockumentary about a bucolic farmerwho grows basketballs for the upcoming college basketball season. Shoton a melon farm in North Carolina, the spot features an ex-HarlemGlobetrotter, coach Rick Pitino, and a hoard of college basketballfans. The first spot in the campaign ('Farmer') introduces thedown-to-earth Farmer Floyd and his unusual crop. 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 thefarm. ""Farmer" :60(Various shots of "All Season Acres Farm" featuring farmer FloydMathews)Super: Floyd Mathews, All Season AcresFarmer Floyd Mathews: I'd say harvest is the toughest time of year. Of course when you get a crop like this, it really makes it all worthwhile.(Cut to basketball farm montage)Farmer Floyd Mathews (VO): Granddad always said, 'It takes a great ball to make a great game. To some folks a basketball is just a fancy vegetable. To us, it's a way of life.'(Cut to a practice gym, and Coach Rick Pitino)Super: Rick Pitino, Louisville Head CoachRick Pitino: Well of course ripeness matters. That's why coaches go up there inperson.(Cut back to the farm's market area, where a coach smells a basketball,as if checking a melon. Coach #3 stops a clerk in the aisle)Coach #3: Hey, these are fresh right?(Cut to Farmer Floyd in the fields)Farmer Floyd Mathews: Well, first of all you have to be careful. Last year Jimmy put one in the batch that was just plain green. Of course you can't leave them on the vine too long. That's no good either. Most of the time we get it just right.Coach Rick Pitino (VO): (over basketball footage) Basketball is a simple game. You teach your players the fundamentals, give them good produce, and they do the rest. You want the best basketball? You go to the source.Title Card: DIRECTV/ESPN Full Court. Basketball In Season. To ordercall 1-800-GET-SPORTS.