Die Hard or Diff'rent Strokes? HRW debates headline for Sears Tower name change

The beacon of the City with Broad Shoulders is about to undergo a major change.

London-based insurance company, Willis Group Holdings, will be the new tenant in Chicago's iconic Sears Tower. Check that: Willis Tower. Yes, for a skosh over $2 million USD, Willis Group will move its area offices into 140,000+ square feet of the skyscraper that will also bear its name. The naming rights were part of the deal negotiated for the space.

The name change may seem a little upsetting (and confusing for those of you riding in that taxi) until you realize that the Sears Tower was named after a company itself, a company that hasn't occupied the building in 17 years. So let's bow our heads in a moment of reverence and then hold our heads up high to the fact that this deal will help offset the loss of Ernst & Young when it moves out this summer. Still, are you going to call it the Willis Tower?

So we indulged in some free word association to commemorate the event, but before we could complete Gary Coleman's catchphrase, we saw that although clever, "Whatchu talkin' 'bout, Willis Tower?" will be remembered as the most obvious pun of 2009.

We're just happy it's not a promotional stunt for Die Hard 5.