Billboard targets Brady hotel issue

BUFFALO, N.Y. (WIVB) - Tom Brady is coming to western New York this weekend for the New England Patriots game against the Buffalo Bills.

Last year, Brady caused a stir with comments about Buffalo hotels . In a press conference last February, Brady said, "I don't know if you guys ever been in the hotels in Buffalo, but they're not the nicest places in the world.”

So this year, Northtown Automotive sent out a message on Twitter showing a billboard they put up that reads: "Don't give Tom a room."

You can see it going eastbound on the 290 just before the Elmwood exit. Northtown Automotive are the ones responsible for the sign and it's actually a weekly thing.

"We have been fortunate enough to have a long-standing partnership as the dealership group for the Buffalo Bills and we actually do this on our own. What we like to do is find something fun. We know it's an important time of the year for football season and it doesn't get any bigger than the New England/Buffalo weekend. Each week we have something that is a fun saying and this one seems to have taken off." said Michael Ahern the Chief Marketing Officer of Northtown Automotive.

Especially on Facebook. The Northtown page has seen almost 500 shares alone.

But some are saying it's just psychological warfare.

"He is just trying to get in our heads. The best thing we can do is just ignore it and shrug it off," said Nicholas Padiloa.

So each week expect to see a new saying. In Week 1 of the NFL season, they had one up mocking the Jets chant.

"For the Jets it was 'M.E.S.S. mess, mess, mess!'," recalled Ahern.

You will be able to find all the details about this Sunday’s game on WIVB.com’s Buffalo Bills page.