Billy Corgan is best known for being the frontman of the alternative rock band Smashing Pumpkins (and, of course, for being an all around cool guy.) But now he's upping his celebrity by appearing in this amazing television commercial for Chicago furniture retailer Walter E. Smithe, which is the greatest thing to happen in the world of furniture advertising since a certain Sammy Stevens danced and rapped his way into our hearts.
The spot has Corgan playing musical chairs with the Smithes in the ring at a Resistance Pro wrestling event. What's Resistance Pro? It's a wrestling promotion that Corgan operates in the Chicago area. It turns out he's been a fan of professional wrestling longer than we've been jamming out to the "Gish" album. Anyway, the game gets ugly once Corgan gets eliminated and he sends out Resistance Pro's finest to battle the Smithe boys. The whole fighting sequence is very campy, looking like something out of the 1960s "Batman" television show.
Corgan breaks up the fight as he can't bareto see a nice bar chair--conveniently purchased from Walter E. Smithe--get destroyed and the melee ends with everyone being friends again. And that makes sense, since everyone knows that quality furniture can solve any problem. That's why they call it the negotiation table.
What makes this very silly commercial work is the combination of extreme absurdity (furniture salesmen playing musical chairs at a wrestling show) and the awesome sense of humor that Corgan brought to the ad. I think that's what the world needs now...more musicians who don't take themselves seriously and understand the value of fine craftsmanship in their homes.
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