Someone who isn't a close friend. Some very good heads are upended cliches. These work . Use plays on words to contribute to meaning, not to show off. Self-indulgence adds nothing worth having.
Word plays on people's names are generally a bad idea.
Word plays on business names are generally a very bad idea. They often trivialize news. Sometimes, paradoxically, you can even use ambiguity to make the story more understandable or accessible. This is tricky. Here are a few ambiguous heads that work.