Sorry, residents of San Antonio, Texas — it looks like you won’t be able to buy any sized mattress for the price of a twin mattress after all.
Miracle Mattress announced Friday that it is closing “indefinitely,” after running a 9/11-themed sale ad that amused nobody and infuriated many.
“Effective immediately, our Miracle Mattress store will be closed 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 announcement, posted on the company’s Facebook page, reads. “We take full responsibility for our actions and sincerely regret the hurt and pain caused by this disrespectful advertising campaign.”
“Disrespectful” might be an understatement. To recap: The Texas-based mattress company ran an ad (embedded above via a viewer who preserved it on YouTube) promoting its sale leading up to the 15th anniversary of the September 11, 2001, terror attacks featuring a woman flanked by two men, standing in front of two towers of mattresses.
When the woman informed viewers that all of their mattresses will be on sale for the price of a twin mattress, the two men fell back into the stacks, causing them to collapse in a supremely ill-conceived reenactment of two skyscrapers falling.
The ad concluded with the woman declaring, “We’ll never forget.”
In Friday’s announcement, Miracle Mattress added that it will make a statement next week “highlighting accountability actions taken within the company. We will also describe our plans to offer support for the 9/11 Memorial and victims funds.
“There is very little we can do to take away from 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,” the company added.