JC Penney, a 100-year-old department store chain in the US, is starting to really upset the conservative right. First, the company hired openly gay entertainer Ellen DeGeneres as a spokeswoman. Then, they ran a Mother's Day advertisement showing a lesbian couple with their children in a May print catalogue. Now, they're profiling a gay couple in Texas in a Father's Day ad (see below).

'Family values' v family values

Here's some background. One Million Moms (OMM) is not pleased with JC Penney. This is a website run by the anti-gay American Family Association – whose 11-strong board contains no women. The AFA has around 500,000 members; OMM has 40,000 Facebook fans: not quite one million.

OMM has condemned JC Penney's progressive values. Earlier this year they launched a boycott of the company, calling on it to fire Ellen DeGeneres because of her sexual orientation. But JC Penney ignored the boycott, and OMM dropped its anti-Ellen campaign. And now, instead of cowering, JC Penney has, for the first time in its history, featured two gay fathers in an advert.

The text of the ad reads: "First Pals – 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." And the Texan couple, who appear with their two children, say that they've received a refreshing amount of support.

Take action: Show One Million Moms how much you appreciate JC Penney's stance by sharing this picture on Facebook.