Atheists and the faithful are known for their holiday billboards. But an entirely different and potentially-offensive Christmas billboard has emerged in San Diego, California — one featuring an ABC television star. It reads, “All I want for Christmas is a Latina girlfriend.”

The bizarre message has some residents a bit frustrated, while others find it comical. The individual depicted in it is Marc Paskin, the star of the network’s “Secret Millionaire.” As 10News.com notes, Paskin has become known for giving to those in need. Now, after using his fortune to help others, he appears to be looking to receive a gift for himself.

Under the message, an e-mail address is posted for any individual who wishes to make Paskin’s Christmas hope a reality. It reads: christmaslatina@aol.com.

It’s unclear why the message was posted. So far, the reality star hasn’t commented about his reasoning for using the billboard to find a woman. And — it’s unclear whether the spectacle is part of a new television endeavor (or rooted in an actual desire for romance).

Not everyone likes the sign. Consider Juan Figueroa, a local who works at an establishment near where the billboard is posted. While he believes that Paskin has been a generous individual, he finds the message offensive.

“Why Latinas?,” asked Figueroa. ”Generous of him, but still, that’s not right.”

(H/T: 10News.com)