It began in 1986 with a wailing instrumental by late blues rocker Stevie Ray Vaughan, and this year's spots feature the Eli Young Band, Grupo Fantasma and Lukas Nelson, son of Willie. In keeping with tradition, Nelson recreates his father's 1989 spot, strumming and singing "Mammas Tell All Your Babies Don't Mess With Texas," a reworking of the Ed and Patsy Bruce song Willie and fellow Texan Waylon Jennings took to No. 1 in 1978.
Here's a look back at some of the biggest and best homegrown stars to grace the campaign, plus the newly inducted 2016 class.
Check out others at the full ad archive online.
Stevie Ray Vaughan -- 1986
Jerry Jeff Walker -- 1988
Willie Nelson -- 1989
Lyle Lovett -- 1990
LeAnn Rimes -- 1998
Matthew McConaughey -- 2000
"I Wouldn't Do It" -- 2007
Featuring Chuck Norris, Jennifer Love Hewitt, Owen Wilson, Erykah Badu, Lance Armstrong, Los Lonely Boys, Lee Ann Womack, Chamillionaire and Matthew McConaughey.
George Strait -- 2010
Kevin Fowler -- 2014
Jack Ingram -- 2014
And, now for 2016: Lukas Nelson, Eli Young Band and Grupo Fantasma
Love Texas artists? Here's current news and some of our favorite stories from the archives:
Listen to 10 essential Stevie Ray Vaughan tracks
25 years later: Remembering an interview with Stevie Ray Vaughan
Review: Willie Nelson soothes and delights on new Summertime album
Hilarious moments from Willie Nelson's autobiography
Erykah Badu's hidden fruit-arranging talent and other revelations from a new Fader cover story
The best moments from Erykah Badu's star-studded birthday concert
Owen Wilson proves he can take on an action role in No Escape (B)
Owen Wilson opens up about his father's Alzheimer's disease for the first time
George Strait announces Vegas residency and new album, out Sept. 25
Review: George Strait serves up his signature styles in Cold Beer Conversation