The admitted past marital infidelities of Mexican presidential front-runner Enrique Peña Nieto have become fodder for a new ad campaign by an agency that arranges affairs for married clients.

A billboard bearing Peña Nieto’s picture and the text “Unfaithful to his family. Faithful and committed to his country” appeared this week in Mexico City.

The ad was commissioned by the Mexican unit of Ashley Madison, which describes itself as “the world’s leading married dating service for discreet encounters.”