An advertising campaign in Latin America for Modern Family has Eric Stonestreet in the role of mother.

On ABC's Sunday night comedy, Stonestreet plays teddy-bearish Cameron, who, along with his partner Mitchell (played by openly gay Jesse Tyler Ferguson), are raising their adopted daughter Lily.

Cameron is a stay-at-home dad with a big heart. He is often portrayed on the sitcom as a bit flamboyant. But last season, viewers were surprised to find out that Cameron has a decidedly masculine side.

“I collect antique fountain pens,” Cameron says to the camera in last year's fifth episode. “I'm quite adept at Japanese flower arrangements. Ikebana. And I was the starting offensive lineman at the University of Illinois.”

“Surprise!” he adds after a slight pause.

Ad guys in Latin American, however, have chosen to portray Cameron as Lily's mother. A similar campaign in the United States would probably be deemed offensive.

A billboard spotted in Bogota, Colombia for the show's Monday 10PM broadcast features the couple holding their baby. Mitchell, Cameron and Lily are labeled “father,” “mother” and “baby,” respectively.

Season 2 of the Emmy-nominate show returns to ABC on September 22.