Texas Mattress Store Closes After 'Twin Towers' Ad | NBC 7 San Diego
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Texas Mattress Store Closes After 'Twin Towers' Ad

The store's owner called the ad a "tasteless" advertisement promoting a 9/11 anniversary sale



    An advertisement for a "Twin Towers sale" at Miracle Mattress in San Antonio drew widespread criticism. (Published Thursday, Sept. 8, 2016)

    The owner of a Texas mattress store has closed his store after apologizing for what he called a "tasteless" advertisement promoting a 9/11 anniversary sale.

    The online ad for Miracle Mattress in San Antonio featured a woman screaming as two towers of mattresses topple.

    In a statement posted to the store's social media Friday, owner Mike Bonanno said the store "will be closed indefinitely." He said the company also "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 repeated his Thursday apology, saying the online ad was produced without his knowledge by employees in San Antonio.

    San Antonio Mattress Store Promotes 'Twin Towers Sale'San Antonio Mattress Store Promotes 'Twin Towers Sale'Cherise Bonanno, with Miracle Mattress in San Antonio, says an ad promoting the store's "Twin Towers sale" was not meant to be offensive. (Published Friday, Sept. 9, 2016)

    Bonanno says he will announce next week "accountability actions" taken with the employees responsible for the ad that drew widespread criticism on social media.

    In a statement titled "An Apology to All the Victims and Families of 9/11," Miracle Mattress owner Mike Bonanno wrote Thursday, "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."

    The video shows store manager Cherise Bonanno standing in front of two piles of stacked twin beds. She says, "What better way to remember 9/11 than with a Twin Towers sale?" Then, two men fall into the beds, causing them to tumble, while Bonanno mock yells in terror before uttering, "We'll never forget."

    Mike Bonanno said the video, which has since been removed from the company's Facebook page, was posted without his knowledge or approval and that, "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."

    Cherise Bonanno said the 20-second ad was a bad idea and they didn't realize it would cause controversy.

    "We are not hate, we are love. We are somebody that stands out. We're Miracle Mattress, we make miracles happen. For our lives to be in danger, that's no what we ever wanted," Cherise Bonanno said. "It was stupid. It was a stupid idea that we sent out. And we apologize for our stupidity and we really hope you can forgive us for what we've done."

    The company said they'll donate 30 percent of their sales this weekend to the 9/11 Foundation.