A commercial for Colonial Wiliamsburg that aired regionally during CBS’ Super Bowl 50 broadcast Sunday night created a stir in the Twitterverse by employing images of the Sept. 11, 2001, attacks on the World Trade Center.

The ad featured reversed footage of achievements including the Wright Brothers’ first flight, suffragettes, Barack Obama’s inauaguration and space missions. 

A voiceover by former NBC News anchor Tom Brokaw asked viewers to “reflect upon our sacrifices, our breakthroughs and yes our heartbreaks.” On the word heartbreak, a reversed image of the Twin Towers transforming from a fireball into a whole building was shown.The ad ended with, “Where did our spirit first take shape?” followed by the motto, "It started here. Colonial Williamsburg.”

Some viewers immediately took to Twitter to criticize the commercial. “Not on board with 9/11 footage of any kind,” tweeted a veiwer named Sarah. “Using 9/11 for commercial purposes is as uncool as using Auschwitz,” wrote Alex Polkhovsky.