Billy Corgan, when he's not playing and recording with Smashing Pumpkins, runs a pro wrestling promotions company called Resistance Pro Wrestling. Its members and Corgan himself star in a commercial for the Walter E. Smithe furniture store, which is Chicago-based.
For the record, if I was famous, I'd do this kind of thing all the time.
Read my interview with Corgan on wrestling, the Pumpkins and fame here. It could explain nothing. It could explain everything.