The 9/11 attacks killed almost 3,000 people and injured more than 6,000.
So what better way to commemorate this tragedy than to hold a “twin tower” mattress sale.
That was the thinking behind the crew who put this ad together for Miracle Mattress in San Antonio.
In the 21-second pitch, store manager Cherise Bonanno announces the deal flanked by two employees each posed in front of a stack of mattresses.
The close of the ad sees the men screaming in delighted unison as they hurl themselves into said mattress towers.
“Oh my god!” exclaims Bonanno, before gazing into the camera and intoning: “We will never forget.”
The online ad has since been removed and on Thursday store owner Mike Bonanno (rumoured to be Cherise’s father) posted the following apology on Facebook.
“I was made aware of a social media video produced by our San Antonio team highlighting a promotional sale using the upcoming 9/11 anniversary as the incentive. The video was posted on Facebook without my knowledge or approval from our corporate office in Houston.
“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.”
Awkward.