In this installment of the Neverending Chronicles of Billy Corgan Doing Weird Shit, we find the Smashing Pumpkins frontman starring in a furniture commercial (via Chicagoist). And get this: He uses that platform to promote his pro wrestling company. Oh, Billy.

The furniture company is Walter E. Smithe Furniture. Here's the extremely logical premise: Corgan and one of the Smithe brothers are playing musical chairs in a wrestling ring. Then they get in a fight. Naturally, Corgan calls in his goons from Resistance Pro Wrestling. When one of the dudes tries to hit another guy with a chair, Corgan stops him: "That's a Walter E. Smithe chair!" You can watch it below.

As you may recall, Corgan is no stranger to...strange ventures. He previously opened a tea shop, launched a new-agey inspirational website, wrote a book of poetry, and created a puppet-wrestling event, among other things.