The 9/11 Mattress Ad Controversy stems from a 2016 promotional video for Miracle Mattress in San Antonio, Texas, intended to advertise a 'Twin Towers' sale. The commercial featured employees knocking over two stacks of mattresses while the store manager, Cherie Conn, dramatically exclaimed 'We'll never forget.' The ad was immediately condemned for its extreme insensitivity, leading to the store's temporary closure and a viral wave of disbelief across social media. In meme culture, the image of the falling mattress towers is used to represent catastrophic failures, tone-deaf corporate moves, or situations where someone attempts to be helpful but ends up causing a total disaster.