Mattress Store Recieves Backlash after 9/11 Ad

By Leigha Wentz, Co-Executive Editor

A mattress store in Texas is due to close indefinitely following an advertisement that many have denounced as tasteless and opportunistic.

The ad, which features two workers knocking over two towers of mattresses, was issued by Miracle Mattress to announce a 9/11 anniversary sale. Another worker then turns to the camera and announces that “We’ll never forget,” as quoted by the BBC.

According to CBS, Mike Bonanno, the owner of Miracle Mattress, issued an apology on Thursday, September 8 following mounting viral criticism of the commercial, adding that the video had been produced by employees in San Antonio without permission from the company.

“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.” Mr. Bonanno stated, as quoted by the Guardian.

Mr. Bonanno issued a second statement on Friday afternoon to announce that the store will close “immediately and indefinitely,” according to the BBC.

“We will be silent through the 9/11 Anniversary to avoid any further distractions from a day of recognition and remembrance for the victims and their families,” he added, as quoted by CBS. “There is very little we can do to take away the hurt we have caused, but we can begin with silence… and then do our best to follow up with actions that reflect the seriousness of our mistake.”

Thousands of Facebook and Twitter users expressed their disgust with the ad following its release, with one user claiming that the company deserved to be out of business, as reported by the BBC.

The ad was one of several to cause controversy in the week leading up to the 15th anniversary of the 9/11 attacks.

A Walmart store in Panama City, Florida was forced to take down a Coca-Cola display based on the New York City skyline, with two black towers of Coke Zero set against an American flag. The store later released a statement claiming that the display was not meant to be disrespectful, according to CBS.

A version of this article appeared in the Tuesday, September 13th print edition.

Contact Leigha at


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