A new set of commercials launching across the Midwest will spread the love of Des Moines in a cheeky way.

Catch Des Moines, the city's tourism organization, launched a new brand campaign called "The S's Are Silent" — a reference to how outsiders may pronounce Iowa's capital city. The commercials will be aired in Kansas City, Omaha and Minneapolis starting Sept. 2.

In three videos, "Iowa Nice Guy" Scott Siepker highlights Des Moines' food and art scenes, as well as things to do in the city. The videos show Des Moines is more than just fried food-on-a-stick, is more than just the famous Iowa State Fair butter cow, and has more things to do than "watch corn grow and milk cows."

Siepker takes viewers through more than 40 places and events in the metro, including the Des Moines' Downtown Farmers Market, Adventureland, the Pappajohn Sculpture Park, the Greater Des Moines Botanical Garden and the Outlets of Des Moines. He also highlights the Broadway musicals that have been shown at the Civic Center, the metro's 20 breweries, and the Iowa Cubs.

Another series of videos, "Des Best," focuses on iconic and unique Des Moines things such as Steak de Burgo, the High Trestle Trail and Raygun.

"Every city says they have great food, great art, and unexpected attractions," said Greg Edwards, president & CEO of Catch Des Moines, in a news release.

"So we need to be creative and innovative to create a sense of place, especially when we don't have mountains or oceans. We wanted to show, not just tell; and we feel that this campaign does that in a way that is fun, engaging, true to our area’s personality, and with a hook no other city can claim."

The Des Moines metro currently has 13.7 million visitors per year, according to Catch Des Moines.

All videos can be found on the Catch Des Moines website.

Kim Norvell covers growth and development for the Register. Reach her at knorvell@dmreg.com or 515-284-8259.

Your subscription makes work like this possible. Subscribe today at DesMoinesRegister.com/Deal.