JCPenney is once again under fire from the group which called on the retailer to fire Ellen DeGeneres as its spokesperson because she is gay.

One Million Moms, which is closely associated with the Christian conservative group American Family Association (AFA), on Thursday criticized JCPenney for including a male gay couple and their children in a Father's Day ad.

“One Million Moms (OMM) is disturbed that JCPenney's (JCP) is continuing down the same path of promoting sin in their advertisements,” the group wrote on its blog.

The copy of the ad, titled First Pals, reads: “What makes Dad so cool? He's the swim coach, tent maker, best friend, bike fixer and hug giver – all rolled into one. Or two.”

Pictured in the ad are “real-life dads Todd Koch and Cooper Smith with their children, Claire and Mason.”

“It is obvious that JCP would rather take sides than remain neutral in the culture war,” One Million Moms added. “We must remain diligent and stand up for Biblical values and truth. Scripture says multiple times that homosexuality is wrong, and God will not tolerate this sinful nature.”

The group called on consumers to boycott JCPenney “until they take a neutral stand.”

(Related: Ellen DeGeneres calls One Million Moms “haters;” Cheers Prop 8 ruling.)