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One of the reasons Florida Atlantic hired Lane Kiffin is to generate a lot more headlines. In a sport that changes its roster over entirely about every four years, well-known coaches are the stars, and no one appears to embrace that spotlight than Kiffin.

Kiffin talks freely on the record, uses coded bitmojis to send messages on Twitter and has a long and wild track record from USC, Tennessee, the NFL's Oakland Raiders and Alabama. But positioned on the field for this FAU football promo, Kiffin looks ... somewhere between "all business" and "slightly disinterested." Maybe Kiffin is playing a character, or a new role, or something. Regardless, it's mesmerizing.

Credit FAU for getting the face of its program out in the public prior to National Signing Day, where Kiffin will introduce his first new batch of recruits.