A Texas mattress store that used bedding to stage a mock collapse of New York City’s Twin Towers in an ad for a Sept. 11 sale on Friday said it was closing after facing a barrage of criticism.
In the social media video ad that has since been pulled by San Antonio’s Miracle Mattress, a woman appears on screen with two men standing by stacks of bedding. The woman says: “What better way to remember 9/11 than with a Twin Tower sale. Right now you can get any sized mattress for a twin price.”
The men knock over the towers of bedding, and the woman says: “Oh my God,” lets out a small scream, and says, “We will never forget.”
The store’s owner apologized for the ad on Thursday and said on Friday the San Antonio store will be closed indefinitely.
“We take full responsibility for our actions and sincerely regret the hurt and pain caused by this disrespectful advertising campaign,” owner Mike Bonanno said in a letter posted on the company’s Facebook page on Friday.
A day earlier on Facebook, he wrote on the same page, “the video is tasteless and an affront to the men and women who lost their lives on 9/11.”
The apology seemed to fuel anger, with many comments pointing out that the woman in the ad is a family member of the owner.