The advertisement, made in bad taste, shows two men asking the daughter of the store owner, Cherise Bonanno, about the “Twin Towers” sale – an obvious reference to the September 11 attacks that killed almost 3,000 people – before ending with the two store employees screaming as they crash into two towers made of mattresses.
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A Texas mattress retailer has closed its doors “indefinitely” after producing a TV spot for a 9/11-themed sale that reaches new heights of social and political tone-deafness. It’s where you get any size mattress for the price of a twin mattress. Furthermore, it disrespects the families who lost their loved ones and continue to struggle with the pain of this tragedy every day of their lives.
Bonanno promised that next week Miracle Mattress would discuss the “accountability actions” the company has taken in response to the video, and their plans to support the 9/11 Museum and Memorial as well as victims’ funds.
All I can say is I am deeply sorry and on behalf of the entire Miracle Mattress family, I accept responsibility for this thoughtless and crude advertisement and will immediately hold my employees accountable for this serious lapse of decency.
The decision was announced on the store’s Facebook page Friday, just one day after the store owner issued a formal apology.
In the video, which was later removed from the page, store manager Cherise Bonanno, the owner’s daughter, says there’s no better way to remember the terror attacks than the sale. “It was a stupid idea that we sent out, and we apologize for our stupidity, and we really hope you forgive us for what we’ve done”.
“I am disgusted such a video would have been conceived as a promotional tool”, the founder wrote.
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The company said Thursday that it would donate 30 percent of its sales this weekend to a September 11 charity but then opted to close indefinitely on Friday. We’re Miracle Mattress, we make miracles happen.
