Anti gay rights group, One Million Moms, has once again focussed itself on US department store JC Penney, and the company’s spokesperson, Ellen Degeneres, because of a new ad featuring the openly gay TV presenter, and three elves.

The group, which describes itself as “a network of Christian moms who have joined together to stand up for our children and families,” made this latest complaint via its website.

The 30 second advert features Ellen, who is sat at a very small dining table with three elves, as she attempts to convince them to participate in a new loyalty scheme at the store. The advert features puns such as “I know this is no small feat”.

One Million Moms, one branch of the American Family Association, wrote on its website:

“Since April, JC Penney’s has not aired Ellen DeGeneres in one of their commercials until now. A new JCP ad features Ellen and three elves. JCP has made their choice to offend a huge majority of their customers again. Christians must now vote with their wallets.

“We have contacted JC Penney’s several times in the past with our concerns, and they will not listen. They have decided to ignore our complaints so we will avoid them at all costs.”

Back in May, JCP also came under fire from One Million Moms after the retailer released a pro-gay ad featuring a lesbian couple with a child.

The group also took umbrage to a new TV show produced by Jennifer Lopez, about a lesbian couple, slamming it as “anti-family”, and prior to that, for similar reasons, attacked Glee creator Ryan Murphy’s new show, The New Normal.

Mr Murphy said that One Million Moms would probably enjoy the TV show if they watched it.