Texas store closes after 'tasteless' 9/11 advert raises furore

SAN ANTONIO (United States) • A Texas mattress shop has said it will close indefinitely after a fierce backlash to a 9/11-themed advertisement many Americans felt was tasteless and offensive.

The ad was timed for today's 15th anniversary of the Sept 11 attacks on the United States that killed nearly 3,000 people.

Miracle Mattress was inundated by criticism for its "twin towers sale" ad that offered every mattress sold on the anniversary of the attacks for the price of a smaller twin mattress.

"What better way to remember 9/11 than with a Twin Tower sale," store manager Cherise Bonanno said before two other employees fall backwards into two stacks of mattresses that resembled the World Trade Centre's Twin Towers.

"We'll never forget," the woman says after the stacks of mattresses fall.

Owner Mike Bonanno said in a letter posted to the store's doors on Friday that the store would be closed indefinitely effective immediately.

"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," the letter reads.

In a statement posted on Miracle Mattress' Facebook page, Mr Bonanno said the video was posted on Facebook without his knowledge or approval of the Houston-based corporate office.

"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.

A version of this article appeared in the print edition of The Sunday Times on September 11, 2016, with the headline 'Texas store closes after 'tasteless' 9/11 advert raises furore'. Print Edition | Subscribe