By MacKenzie Coffman
Medill Reports

Several years ago, local hair restoration company Restore launched an advertising campaign with former Bears player Brian Urlacher. The company’s billboards, sprinkled around Chicago and surrounding areas, often feature a long-popular advertising technique — puns. 

 So why does the controversial pun work so well? 

 John Ford, the editor in chief of the Journal of Advertising Research, explains both why these billboards are memorable, and why Restore’s advertising tactic might not work much longer.

MacKenzie Coffman is a video and broadcast graduate student at Medill. You can follow her on Twitter at @Mac_coffman and see her portfolio at mackenziecoffman.myportfolio.com.