Amherst, NY (WBEN) As the Bills get ready to take on the New England Patriots Sunday, one local auto dealer is already sacking Tom Brady's comments about accommodations last year.

Northtown Automotive's billboard on the 290 near Military reads, "don't give tom a room," in reference to Brady saying Buffalo hotels "are not the nicest places in the world." Northtown's Mike Ahern says the company comes up with ways to poke fun at Bills' opponents during football season. "It's something we came up with before football season started, and it's been pretty powerful," noting more than 15,000 likes on Facebook and response among its 1,100 followers on Twitter.

"I guess it's been surprising but I think everyone is good, but we've seen it catching on on a regional and national basis," adds Ahern. "But it's especially fun the week we play the Patriots."

As far as why we respond to this, Ahern believes "it's more about the passion of being a Buffalonian and the rivalry between the Bills and the Patriots which is fueling most of it."