Page 67 - General Cases 1

He further said the company would also '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.' concluding that he accepted responsibility

for "thoughtless and crude advertisement".

However, the apology did little to stem the outage of

Facebook users, with one commentator Ozzy Santos

damning the company stating that:

"Even your damage control is disgusting."

The Video

The 21-second advert opens with a cheerful pitch from the

store manager and daughter of Bonanno. She says in the

clip: 'What better way to remember 9/11 than with a Twin

Tower sale?' This is followed by her shouting: 'Store-wide
sale all day long,' then two male employees behind her

collapse onto two stacks of mattresses in simulation of the

Twin Towers terrorist attack. She then finishes off by
shouting: 'Oh my God!' before looking into the camera and

saying: 'We'll never forget.'

Mike Bonanno said: “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.”

The businessman added:”'Effective immediately, Miracle

Mattress will review our entire marketing strategy to ensure
a stringent approval process will be in place to stop this

from every happening again.”