Pop culture obsessives writing for the pop culture obsessed.

Billy Corgan stumps for custom furniture, pro-wrestling in suitably insane local commercial

The latest step in his inevitable evolution into Alternative Nation’s wacky uncle, Smashing Pumpkins frontman/tea-shop proprietor Bill Corgan can currently be found selling furniture (and his own professional wrestling promotion) to the TV-viewing denizens of Chicago. The latest in a long series of pop-culture-riffing commercials for custom-furniture dealer Walter E. Smithe (ever seen a home-furnishings sale promoted with a decades-too-late tribute to The Cars’ “You Might Think” video? Now you have) pits Corgan and the stars of Resistance Pro Wrestling against three besuited chair salesman—though it falls to Corgan to make the hard sell. It might come off a little forced, but go easy on the guy: Most of his sales experience is in frozen desserts.

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