9/11-Themed Mattress Ad Sparks Furor, Prompts Store to Close Indefinitely

Miracle Matress - Screenshot H - 2016
Screenshot/Jamie Barrientos/YouTube

The ad shows employees falling into "twin towers" of mattresses.

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.

"What better way to remember 9/11 than with the Twin Tower Sale!" says a chipper company rep for Miracle Mattress in the advertisement, which now has more than 1.4 million hits on YouTube. "Right now you can get any mattress for a twin price!"

The cringe-inducing 20-second spot culminates in two employees doing pratfalls into matching stacks of twin mattresses, in what can only be described as a perverse homage to the 2001 atrocity.

Mike Bonanno, the owner of the mattress chain, was apparently mortified upon seeing the commercial, which he said was produced and distributed without his knowledge or approval.

"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," he said in a statement released Thursday.

It was apparently not enough to assuage critics, as the company put out a second statement Friday, in which it announced the store would be closing indefinitely.

"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," the statement said. "We take full responsibility for our actions and sincerely regret the hurt and pain caused by this disrespectful advertising campaign."

The events of Sept. 11, 2001, are not immune to satire, having been a comedic subject for ribald shows like Family Guy and South Park. The low-budget Miracle Mattress ad, however, failed to hit any note besides offensiveness, with social media comment sections glowing red with anger.

"There will never be an appropriate time to mock 9/11, and to do it to promote mattress sales?! Are you kidding me? Have some self respect," one Facebook commenter wrote.