Snap-on Diagnostics – Software Upgrade Campaign

Print Ad 1

Print ad – “Alien Exhaust”


Print Ad 2

Print ad – “Radiator Snake”


Diagnostic tools can speed up the workflow in an auto repair shop significantly. But if they have outdated software, the proper diagnosis may not be readily available, which can be a huge time suck for repair technicians.

In this concept, we used a tricked visual perspective as a metaphor for mysterious automotive issues that your tool can’t diagnose. From one perspective a simple radiator turns into a snake lying in wait, or an exhaust pipe appears as a brooding alien hiding in the dark. The copy encourages techs to update their diagnostic software and stop fearing the unknown.