Mattress company's 'Twin Tower sale' commercial sparks national outrage

Mattress company's 'Twin Tower sale' commercial sparks national outrage (Photo: Sinclair Broadcast Group/Facebook)

SAN ANTONIO (WOAI) -- A local mattress company advertising a 9/11 memorial "Twin Tower sale" is now facing scrutiny across social media. The ad shows two stacks of mattresses piled up collapsing to the ground while the owner of the store says "We will never forget."

UPDATE: Miracle Mattress closes store indefinitely following outrage over 'Twin Tower sale' ad

"We are not hate, we are love, we are somebody that stands out, we are miracle mattress, we make miracles happen. And for our lives to be in danger that is not what we ever wanted,” said Miracle Mattress owner Cherise Bonanno.

Cherise Bonanno says she didn't realize the 20 second ad would cause the controversy it has.


"It was stupid, it was a stupid idea that we sent out and we apologize for our stupidity and we really hope that you forgive us for what we have done,” said Bonnano.

Bonanno says they filmed the ad earlier this week, wanting to get the word out that they would be having a "twin tower" sale for the anniversary of the 9/11 terrorist attacks this weekend. But, to many on social media the concept of the sale was immediately taken as offensive.

"You don't see people making fun of Pearl Harbor, the Japanese attacked us, you don't see people making fun of any war, so why would a terrorist attack on such monumental buildings ok?,” said San Antonio resident Jennifer Matlock.

"Having a twin tower sale is the most tasteless thing I have heard,” said San Antonio resident Amy Duncan.


In the video, you see the two piles of mattresses. Bonanno says they planned to have two towers of mattresses depicting the once standing towers in New York City.

"Its offensive to everybody. It should be offensive to Americans and as American making the video and especially living in San Antonio. I don't see how you couldn't find this offensive, but as funny or creative marketing, that is not what this is,” said Duncan.

Now Miracle Mattress says they will donate 30 percent of their sales this weekend to the 9/11 Foundation.

Statement from Miracle Mattress

Subject: FOR IMMEDIATE RELEASE: Miracle Mattress Issues Apology Letter
September 8th, 2016
An Apology to All the Victims and Families of 9/11 from Miracle Mattress:
I am Mike Bonanno, Owner of Miracle Mattress. Today, I was made aware of a social media video produced by our San Antonio team highlighting a promotional sale using the upcoming 9/11 Anniversary as the incentive. The video was posted on Facebook without my knowledge or approval from our corporate office in Houston.
I say this unequivocally, with sincere regret: the video is tasteless and an affront to the men and women who lost their lives on 9/11. 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.
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.
I am disgusted such a video would have been conceived as a promotional tool and even more incensed it was created and posted on any social media site that represents Miracle Mattress.
Effective immediately, Miracle Mattress will review our entire marketing strategy to ensure a stringent approval process will be in place to stop this from every happening again. We will also engage a personnel review to hold these employees accountable for their actions.
Miracle Mattress strives to be a community partner and I could list our community outreach events and countless donations to the communities we serve. However, this one act negates years of work and a laundry list of what we have done will not suffice.
We apologize and we promise to do better. Over the next several days, we will determine an appropriate response to express our regret and support for the 9/11 victims and their families. But for now, only a sincere apology and acceptance of our fault is warranted.
Respectfully,
Mike Bonanno
Owner, Miracle Mattress


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