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September 09, 2016 at 12:00 PM EDT

UPDATED: This is pretty jaw dropping. A San Antonio mattress retailer called Miracle Mattress made a 9/11-themed commercial and the result is even more offensive than you might imagine (see it below). 

The jokey, spectacularly tone-deaf ad was quickly pulled from online and an apology was issued, BuzzFeed reports, but not before a viewer captured the video and put it on YouTube. “What better way to remember 9/11 then with a Twin Towers Sale?” the ad begins, and then it just gets worse from there. The store’s Yelp page currently has 141 reviews and a minimum one-star average, with users blasting the store for the ad. Sample comments: “…about as epic of a marketing failure as one could imagine,” “your business is now cursed” and “this — without a doubt — is the most unbelievably insensitive and disrespectful ad ever produced.”

Miracle Mattress owner Mike Bonanno claims he wasn’t aware of the video before it was distributed and quickly apologized. “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 … I am deeply sorry.”

The incident comes on the heels of a Wal-Mart 9/11 store display generating a similar controversy. Not using a national tragedy to sell products seems like common sense, but it’s apparently not as common as one might think.

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