Page 66 - General Cases 1

9/11 Miracle Mattress

“Brands do so love to insert themselves into world events.

This becomes especially prickly when the event is solemn

and painful.” Source: Chris Matyszczyk, C/Net

This year, 2016, marks the fifteenth anniversary since the

series of four coordinated terrorist attacks on 9/11in the

U.S. where 3,000 people lost their lives.

In an attempt to capitalise on

this event a 21-second video ad

was produced by Miracle
Mattress, San Antonio, Texas, to

advertise their 9/11 anniversary

sale event. However, the ad
received immediate and

massive condemnation on YouTube and on the company’s

Facebook page, ultimately prompting company owner
Mike Bonanno to withdraw the ad and ultimately closed

his business indefinitely.

Bonanno, after apologizing for what he called a 'tasteless'

commercial promoting a 9/11 anniversary sale said the ad

was posted without his knowledge and that his staff would
be held accountable for the "serious lapse in decency."