Either the “One Million Moms” boycotts have been totally ineffectual, or there’s someone in JCPenney’s marketing department that really, really enjoys messing with the group.

With its latest catalog, and just in time for Father’s Day, the department store is once again making itself perfectly clear: it has no problem with same-sex couples.

Just in Time For Fathers Day: JCPenney Rolls Out Two Daddies AdImage courtesy Gawker

The two men in the ad are “real-life dads Todd Koch and Cooper Smith,” and the two children are their kids, Claire and Mason, according to Gawker.

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

As hinted at in the above, this isn’t a first for JCPenney. Back in May, the department store ran an ad featuring two lesbian mothers:

Just in Time For Fathers Day: JCPenney Rolls Out Two Daddies Ad

And before that, the company hired Ellen DeGeneres as a spokeswoman. Both actions prompted protests from the conservative mothers group which, apparently, have had no impact whatsoever on the store’s advertising campaigns.