Urecoats Industries has launched its first national advertising campaign.

Urecoats Industries Inc., Deerfield Beach, Fla., a developer and marketer of sealants and coating products for the construction and building products industries, has launched its first national advertising campaign, emphasizing the company’s flagship product, the plural-component roofing sealant UrecoatsRSM-100™ and the specially designed BlueMax™ applicator unit.

The print ad, designed to appeal to roofing contractors, features Robert Wuhl, star of HBO’s TV series Arliss, and Joe Klecko, former New York Jets All-Pro football star. The two men are involved in a tug of war with two female models – emphasizing “beauty vs. brawn.” Urecoats message to the contractor is that its product offers both.