JCPenney just can't seem to get a break from One Million Moms. The retailer first came under fire from the anti-gay group back when it first announced Ellen DeGeneres as its new spokesperson, and then again around Mother's Day when its campaign featured openly lesbian parents. Now, its latest Father's Day ad, which displays real-world gay dads with their kids, is facing the same criticism.

The ad from the brand's June catalog 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."

Naturally, One Million Moms was not too pleased with the image, calling it "wrong" and "sinful." However, despite this most-recent attempt to dissuade the company from displaying members of the LGBT community, JCPenney continues to stand behind their decision.

In an email sent to ABC News, JCPenney spokesman Joseph Thomas wrote, "In celebration of Father’s Day, we’re proud that our June book honors men from diverse backgrounds who all share the joy of fatherhood."

The two dads featured in the ad, Todd Koch and Cooper Smith, also felt the effects of the controversy. While "90 percent" of the comments left on Facebook regarding the photo were "positive and heartwarming," those that weren't completely shocked them.

"I just don’t know how anyone could project so much hate toward something as loving as the  relationship we have with our kids," said Smith. "That photo was just a moment in time that showed our affection toward our children and how we care toward them. Nothing is being shoved down anybody’s throats."

[ThinkProgress]