San Antonio mattress store owner apologizes for 9/11 ad where "Twin Towers" fall down

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Perhaps one day business owners will learn that it's just not a good idea to hold a promotional sale to commemorate 9/11.

Miracle Mattress in San Antonio learned this the hard way Thursday, after posting an advertisement on Facebook for a "Twin Tower" sale on mattresses: Buy any size mattress for the price of a twin-sized mattress, the San Antonio Express-News reports.

In the ad, which has since been deleted from the page, store manager Cherise Bonanno and two employees stand in front stacks of mattresses just before Bonanno pushes the other workers into the "towers" causing them to fall.

Bonanno then turns to the camera and says, "We will never forget."

Source: YouTube

Store owner Mike Bonanno posted an apology letter Thursday evening on Facebook.

"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," Bonanno wrote. "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."

Bonanno also said Miracle Mattress would review its marketing strategy to ensure that something like this "never happens again."

Cherise Bonanno, who appeared in the video, issued an apology, "It was a stupid idea that we sent out and we apologize for our stupidity. And we really hope you forgive us for what we've done," she told local television station KNSD.

It was a swift turnaround from a statement that was issued earlier Thursday regarding the ad. "We are very sorry we have offended you," the post said originally, according to the San Antonio Express News. "Our staff is full of military and some relatives have passed away due to 9/11. We are promoters of peace and love." It has since been changed.

Photos show that selfies and sorrow compete at the 9/11 Memorial:

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Selfies, sorrow compete at 9/11 Memorial
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Selfies, sorrow compete at 9/11 Memorial
A member of the New York Fire Department places his hand on the memorial before a ceremony marking the 14th anniversary of the 9/11 attacks, at the National September 11 Memorial and Museum in Lower Manhattan in New York September 11, 2015. REUTERS/Andrew Kelly/File Photo
A woman places white roses at the National September 11 Memorial and Museum in Lower Manhattan in New York, September 10, 2015. REUTERS/Andrew Kelly/File Photo
A man takes a photo at the 9/11 Memorial and Museum near the Tribute in Light in Lower Manhattan, New York, September 9, 2015. REUTERS/Andrew Kelly/File Photo
A woman takes a photo at the National September 11 Memorial and Museum in Manhattan, New York, U.S., September 1, 2016. REUTERS/Andrew Kelly
People walk along the south reflecting pool at the National September 11 Memorial and Museum in Manhattan, New York, U.S., September 1, 2016. REUTERS/Andrew Kelly
A woman rests her hand on the north reflecting pool at the National September 11 Memorial and Museum in Manhattan, New York, U.S., September 1, 2016. REUTERS/Andrew Kelly
Children peer into the south reflecting pool at the National September 11 Memorial and Museum in Manhattan, New York, U.S., September 1, 2016. REUTERS/Andrew Kelly
A flower sits in the south reflecting pool at the National September 11 Memorial and Museum in Manhattan, New York, U.S., September 1, 2016. REUTERS/Andrew Kelly
Barbora Carnelli and Alessio Sanfilippo, both from Milan, Italy, peer into the south reflecting pool at the National September 11 Memorial and Museum in Manhattan, New York, U.S., September 1, 2016. REUTERS/Andrew Kelly
A member of the New York Police Department's Counterterrorism Unit looks over the National September 11 Memorial and Museum in Manhattan, New York, U.S., September 1, 2016. REUTERS/Andrew Kelly
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The store will still hold its sale this weekend, and says it will donate 30% of its proceeds to the 9/11 Foundation, according to KNSD.

This is at least the second time a company has promoted a Sept. 11 sale this year. Boxes of Coca-Cola were set up to resemble the Twin Towers at a Florida Wal-Mart. The sodas were on sale for $3.33 for a 12-pack.

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