The Walter E. Smithe brothers–known across Chicago for their witty and memorable television commercials and extensive inventory of well-made, stylish and functional furniture and home accents–are at it again… this time inviting Billy Corgan and his Resistance Pro wrestling company to join in their commercial hijinks, which can be seen on YouTube.
Corgan may be best known as the Smashing Pumpkins’ singer/songwriter, but he’s not OK with smashing just anything. In the commercial, Corgan humorously saves a bar chair by beloved Chicago furniture retailer Walter E. Smithe from a royal crushing.
“Chicagoans have come to expect a certain irreverence from our commercials, and this new spot with Billy Corgan and Resistance Pro certainly delivers on this expectation,” said Tim Smithe, Chief Marketing Officer for Walter E. Smithe.
“I am proud of Resistance Pro’s growing popularity,” says Corgan. “Tim Smithe and his brothers presented us with the opportunity to share our brand. I’m grateful to the Smithe brothers for their $50,000 donation to PAWS, a charity that is important to me.” Corgan has helped raise over $140,000 for PAWS this year. http://www.pawschicago.org/
At the beginning of the commercial, Corgan gets into the wrestling ring with the three suited Walter E. Smithe brothers. The four men circle three tall bar chairs in a game of musical chairs. When the “music stops,” Corgan comes up short. To retaliate, he calls in three wrestlers from his Resistance Pro wrestling company to take the Smithe brothers out. Corgan eggs on the wrestlers, suggesting body slamming moves. But he draws the line at using one of the chairs to finish a brother off: “Wait! That’s a Walter E. Smithe chair!”
Why musical chairs in a wrestling ring, you ask? Corgan is the creative director of Chicago-based Resistance Pro wrestling company – a partnership between Corgan and brothers Jacques and Gabriel Baron.
The commercial will officially air on TV soon.