A mattress store in the United States has come in for intense criticism after deeming it appropriate to use 9/11 as a way to flog mattresses.
Miracle Mattress, based in Texas, has been forced to apologise for an advert which promoted its 'Twin Tower' sale.
After launching the sale to coincide with the 15th anniversary of the atrocity, the store has now pulled its adverts and admitted it was 'tasteless'.
In a move which left viewers stunned beyond belief, store manager, Cherise Bonanno, promoted the sale, saying: "What better way to remember 9/11 than with a Twin Tower sale?"
"Right now you can get any sized mattress for a twin price," she added in the now pulled advert. "Full mattress? Twin price. Queen mattress? Twin price. King mattress? Twin price. Store-wide sale all day long."
After viewers complained in their droves, Miracle Mattress took to Facebook to apologise to all those offended by the insensitive nature of the advert.
Acknowledging the outrage, Mike Bonanno wrote: "The video is a tasteless affront to the men and women who lost their lives on 9/11."
Unfortunately for Mike and Cherise, not everyone is satisfied with the apology, with one Facebook user writing: " While I don't care you disrespecting me (as a paramedic I've gotten used to it), but you have disrespected nearly 3,000 people who no longer have a voice."
What were they thinking?