DALLAS EnviroMedia will launch a 20th anniversary "Don't mess with Texas" campaign at the AT&T Cotton Bowl game on Jan. 2, the agency said.
A public service announcement will introduce a new tagline, "Real Texans don't litter," the agency said.
The original "Don't mess with Texas" campaign broke during the Cotton Bowl in 1986, with the late musician Stevie Ray Vaughn delivering the line.
At this year's Cotton Bowl, celebrities from Texas will appear in the ad. They include Lance Armstrong, Erykah Badu, Ray Benson, Jennifer Love Hewitt, Julius Jones, Los Lonely Boys, Chuck Norris, Janine Turner, Owen Wilson and Lee Ann Womack, the agency said.
After the PSA airs on Jan. 2, the campaign will continue statewide, according to EnviroMedia.
EnviroMedia, an independent agency in Austin, Texas, specializes in public interest campaigns.