San Antonio mattress store closes ‘indefinitely’ after parodying 9/11 in ad

SAN ANTONIO —Miracle Mattress will close “indefinitely” after the San Antonio store’s advertisement for a 9/11-themed “Twin Tower Sale” received heavy social media backlash and media attention, the company announced Friday.

The now-deleted video, posted on the store's Facebook page earlier this week, shows manager Cherise Bonanno and two employees boasting the promotion in front of two stacks of mattresses.

The vacant showroom of the Miracle Mattress Outlet store at 4945 Northwest Loop 410 on Friday, Sept. 9, 2016. Signs on the nearby Miracle Mattress Outlet indicated the store will be "closed indefinitely" and "will be silent through the 9/11 anniversary to avoid any further disturbances" following a controversial advertisement the store recently aired. MARVIN PFEIFFER/ mpfeiffer@express-news.net less The vacant showroom of the Miracle Mattress Outlet store at 4945 Northwest Loop 410 on Friday, Sept. 9, 2016. Signs on the nearby Miracle Mattress Outlet indicated the store will be "closed indefinitely" and ... more Photo: Marvin Pfeiffer, San Antonio Express-News Photo: Marvin Pfeiffer, San Antonio Express-News Image 1 of / 42 Caption Close San Antonio mattress store closes ‘indefinitely’ after parodying 9/11 in ad 1 / 42 Back to Gallery

RELATED: After national backlash, mattress store continues to apologize for 9/11 'Twin Tower' sale ad

“Effective immediately, our Miracle Mattress store will be closed indefinitely,” owner Mike Bonanno said in a letter posted to the store’s doors on Friday. “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. We take full responsibility for our actions and sincerely regret the hurt and pain caused by this disrespectful advertising campaign.”

To all of those who have seen our 9/11 sale. We are very sorry we have offended you. Our intentions were not to hurt... Posted by Miracle Mattress on Thursday, September 8, 2016

MORE: Iconic images: The terror attacks of 9/11

The company, which has apologized for its actions, said it will lay out “plans to offer support for the 9/11 Memorial and victim funds” in a statement next week.

“There is very little we can do to take away the hurt we have caused but we can begin with silence through the anniversary and then do our best to follow up with actions that reflect the seriousness of our mistake,” Mike Bonanno said in the letter.

Mike Bonanno also pushed back against a series of fake social media accounts he said were “created in an attempt to attack commenters and those expressing outrage. Miracle Mattress, its ownership and its employees will not be engaging in any personal attacks or responses on any social media platform.”

The ad proposed to commemorate the deadliest attack on American soil by offering mattresses of all sizes at twin bed prices. The video featured Cherise Bonanno and two employees standing in front of two towers of stacked mattresses, ending with the mattress towers toppling over while the three screamed. The video closes with Cherise Bonanno saying in a somber tone, “we will never forget.”

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The ad has since gone viral, written about by news outlets across the nation, including Washington Post, CNN, Huffington Post, Time magazine

jfechter@express-news.net

Twitter: @JFreports