A San Antonio mattress store is apologizing after posting a video on Facebook advertising a “Twin Towers Sale” that parodies the World Trade Center towers collapsing.

For whatever reason, Miracle Mattress thought making light of the deaths of thousands of people would be a good way to sell mattresses: the manager says in the video that there’s no better way to remember the terrorist attacks on 9/11 than the store’s sale offering any size mattress for the price of a twin mattress, the San Antonio Express reported.

In the video, two workers stand in front of two towers of mattresses and an American Flag, while the store’s manager confirms that yes, every mattress is at a twin mattress price. The employees then knock over the mattress towers in apparent shock over the sale, and the store’s manager screams and then turns to the camera to deliver the kicker, “We’ll never forget,” with a smile.

The video has since been removed from Miracle Mattress’ Facebook page. Company owner Mike Bonanno posted a letter of apology on Facebook, writing that the video was posted on social media without his knowledge.

“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 wrote. “Furthermore, it disrespects the families who lost loved ones and continue to struggle with the pain of this tragedy every day of their lives.”

He adds that he is deeply sorry, and accepts responsibility for the “thoughtless and crude advertisement,” and will be holding his employees accountable for “this serious lapse of decency.”

Bonanno says the company will now review its marketing strategy to “ensure a stringent approval process will be in place to stop this from ever happening again.”

That mea culpa didn’t sit well with many Facebook commenters, with some calling it “tasteless.”

“Actions speak louder than words Miracle Mattress. You cast the first stone,” one said. “You can apologize all you want, but it was so tasteless, it’s beyond apology. You are laughing in the face of death! FOR PROFIT!!”

“How dare you make a joke of 9/11? I lost people that I loved on that nightmare day,” another person commented. “My life and the lives of all Americans will never be the same because of that day. There is no excuse for what you’ve done. That bullshit letter is almost as offensive as your commercial.”

Others were incredulous that no one flagged the idea as an awful, terrible, super bad one.

“What kind of business do you run that NO ONE in the room during that video had the right mind to say, ‘Hey guys, maybe this is somewhat distasteful,'” one person wrote. “I’m not one to judge people based on first impressions, but damn, this speaks volumes.”

“This makes me and countless other Americans sick. With as many people who were involved in the making of that video, not one blew the whistle? Not one person thought it was a bad idea?” another added.

Just yesterday, Walmart and Coca-Cola apologized for giving the go-ahead to a display at a Florida store featuring twin towers made out of Coke products that were on sale. There are still a few days before Sept. 11, which is plenty of time for other companies and brands to do something they shouldn’t. Think long and hard, marketing folks, before you put something out in the world you’ll regret.

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