Kentucky native Chris Stapleton has lent his recognizable voice to a new ad campaign -- but not in song. The country superstar narrates a series of new commercials, dubbed "Better in the Bluegrass," promoting his home state. Readers can press play above and below to see two of the clips, in which Stapleton helps offer a look at of some of Kentucky's proudest industries and down-home moments.

"It starts with ingredients, rooted in flavor -- recipes that come from the land and the heart," Stapleton says in the clip above. "It's a touch of sweet, a hint of heat, a kiss of bourbon. A blend of past and present, tradition and creation."

The "Say Something" singer may have found a new niche with his cowboy-poet delivery of the lines touting the Bluegrass State to potential visitors. Kentucky's Department of Tourism Commissioner Kristen Branscum says that Stapleton was just the right fit for their campaign.

"The passion, sincerity and tone that Chris conveys through his music are a perfect match for the stories we want to tell," Branscum says in a press release. "We are proud to be working with a world-renowned Kentucky artist as the voice of this campaign that will invite people from across the world to his home state.”

Each of the new ads ends with Stapleton's delivery of a tagline: "It's when you take that first bite, savoring the unforgettable taste of Kentucky, and you realize: It's better in the bluegrass."

Stapleton is currently in the middle of his 2018 All-American Road Show Tour. The trek has kept him out on the road for much of this summer.

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