From Laura Dolan, CNN

'Tis the season to be jolly? Not entirely.

An atheist billboard that calls Christmas "a myth" has sparked a growing controversy near the Lincoln Tunnel, a 1.5-mile-long twin tube that connects New Jersey to New York.

The full message, which appears with a nativity scene, reads: "You know it's a myth. This season, celebrate reason."

Its $20,000 price tag was paid for by American Atheists, a New Jersey-based atheist advocacy group, David Silverman, the group's president, told CNN.

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