Mike Bonanno, the owner of Miracle Mattress, the San Antonio mattress company that sparked national outrage with its controversial Sept. 11 anniversary commercial, apologized for the video ad posted on social media in a publicly released statement Thursday.
The crudely-produced slapstick commercial features Bonanno’s daughter excitedly pitching a “Twin Tower Sale” in the foreground as two male employees stand behind her. Both men collapse on cue into two stacks of mattresses representing the Twin Towers in New York to drive home the message of the pre-Sept. 11 advertisement. The video ends with Cherise Bonanno turning to the camera and saying, “We’ll never forget.”
Thursday’s press release is the latest effort at damage control by Bonanno, who released a statement on Sept. 8 when the advertisement was uploaded to the Miracle Mattress Facebook page, then hurriedly removed as protests mounted. On Sept. 9, Bonanno announced that Miracle Mattress, located at 4945 NW Loop 410, would be closed indefinitely, determining that “remaining silent” during the anniversary would be the best course of action.
Bonanno has allegedly received death threats in the wake of the video. A bootlegged copy of the commercial remains available on YouTube.
“Our actions and words impact more than our customers and we must remember to do our best every day,” Mike Bonanno stated in the Thursday release. “A horrible social media ad was created. It hurt people across the country. We own it and take full responsibility.”
The best course of action would be to re-open the store as soon as possible after hiring and training new staff, Bonanno said in the statement.
“When we open, we will do so with a renewed focus on community support and humility,” he stated.
Bonanno hopes to atone by making a donation to Tuesday’s Children, a nonprofit organization that helps youth, families, and communities affected by terrorism. The store also is searching for a local nonprofit organization to partner with on its philanthropic program of donating mattresses and box springs to local children.
The two men in the video have been fired. It is unclear if Cherise Bonanno is still employed with the store. The Bonannos and the former employees could not be reached for comment Thursday. It has been reported that the owners will publicly apologize for the advertisement tonight on KENS5-TV.
Top image: Miracle Mattress’ “Twin Tower Sale” ad caused national controversy. Video still.