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Royal Building Products
Celect Siding “Moisture”


The Assignment

Celect‘s combination of seamless, wood-replicating looks and low maintenance pretty much makes it the perfect siding. It looks amazing on a house, but we’ve all seen ads with beautiful houses. What about the beautiful science behind it? What about the superior technology behind the high-end aesthetics? So we created a series of ads like this one—each dramatically demonstrating a benefit that differentiates Celect from every other siding.

The Copy


Moisture resistance that ridicules the elements.



Through its advanced construction and patented interlocking joints, Celect® Siding is engineered to do more than generate home-defining curb appeal. By virtually eliminating seams, Celect keeps out the moisture that can break down other sidings. Along with color-preserving Kynar Aquatec® coating and twice the thermal resistance of fiber cement, it takes one detail after another to create the world’s best siding.



Find out everything siding can do at celect.royalbuildingproducts.com.