IBM is upping the ante in its fight against Texas' so-called "bathroom bill," dispatching top executives to Austin and waging an ad war against what it calls the "discriminatory legislation."

Before state lawmakers reconvene Tuesday for a special legislative session, the technology giant is taking out full-page advertisements in The Dallas Morning News, San Antonio Express-News and Austin American-Statesman opposing the legislation they say discriminates against transgender Texans.

IBM will also send 20 employees, including top executives like Senior Vice President for Human Resources Diane Gherson and Chief Diversity Officer Lindsay-Rae McIntyre, to the Capitol on Tuesday to express their opposition to the bills in person.

"As one of the largest technology employers in Texas, IBM firmly opposes any measure that would harm the state's LGBT+ community and make it difficult for businesses to attract and retain talented Texans," read the IBM ads, which will run Sunday. "We urge Gov. [Greg] Abbott and the state legislature to abandon any discriminatory legislation during this special session and ensure Texas remains a welcoming place to live and work.

"No one should face discrimination for being who they are."

An IBM spokesman confirmed to The News that the "discriminatory legislation" the company is referring to are the bathroom bills — proposals that could limit which restrooms transgender people can use.

Rep. Ron Simmons, R-Carrollton, has filed two such pieces of legislation, one that would undo local nondiscrimination ordinances and another to bar school boards from enforcing certain anti-discrimination rules for access to campus restrooms and locker rooms.

Even after a huge push by far-right conservative and Christian groups, lawmakers failed to pass a bathroom bill during this year's regular session. Abbott then announced he would ask legislators to return to the Capitol to tackle a number of unresolved issues, including the bathroom bill.

"To avoid a patch-work quilt of conflicting local regulations, Texas should establish a single statewide rule protecting the privacy of women and children," Abbott said in a prepared statement. "At a minimum, the legislature should pass a bill that protects the privacy of our children in public schools."

IBM has been at the forefront of the business community's push against the bathroom bill. In May, it was one of several corporations, including Apple and Facebook, that sent Abbott a letter saying that "any such legislation would deeply tarnish Texas' reputation as open and friendly to businesses and families."

On Thursday, the Dallas Regional Chamber also sent Abbott and Lt. Gov. Dan Patrick a letter expressing opposition to the legislation. Business leaders from North Texas plan to rally against the bathroom bill at the Capitol when the special session convenes.

"When the Texas Legislature reconvenes in Austin next week, we will continue to stand firm against any discriminatory legislation during this special session — and beyond — that could seriously hinder our ability to attract more companies, jobs, and talent to the Dallas Region," stated the letter from Chamber President and CEO Dale Petroskey and board chairwoman Hilda Galvan.

Texas Republicans who also oppose the bathroom bill, such as House Speaker Joe Straus of San Antonio, have called on businesses to be more outspoken in their opposition. Leaders from IBM, which employs more than 10,000 people in Texas, have spoken to Straus in recent days, the company confirmed to The News.

Staff writer Gromer Jeffers Jr. contributed to this report.