Buying a house is complicated. This idea attempts to demystify the confusing world of surveys, mortgages and deposits by drawing a comparison with the football transfer market. This approach will help everyone understand the subject matter better, not just football fans. The long copy compares a recent high-profile football transfer to the process of buying a house and would be placed as a sponsored article on Joe.co.uk, a site heavily focused on football. The short copy mimics football transfer clichés, designed as captions for Instagram posts. The press advert is designed to fit seamlessly into the sports pages.