Does H-E-B’s “True Texan” Super Bowl ad commit something of a barbecue foul (by equating it with “grilling”), or is that part of the joke?

The clip, which features country star Jack Ingram, satirizes Texas myths (“some people seriously believe we all ride horses to work”), almost to the point that it could serve as a companion piece to Gregory Curtis’s “Behind the Lines” essay in the current Texas Monthly “Cities” issue.

H-E-B is calling it the “Game Day Commercial,” because the NFL’s a little touchy about people saying “Super Bowl” in advertising. But as Gary Dinges of the Austin American-Statesman notes, you’ll be seeing it today.