The nation’s largest new-vehicle retailer has begun a multimillion-dollar promoting marketing campaign aimed not at automobile consumers, however at potential workers.

AutoNation’s “Go Be Nice” marketing campaign started airing on TV networks together with ESPN, CNBC and NBC final week, forward of the Indianapolis 500 race on Sunday, Might 29. AutoNation is a sponsor of Indy 500 driver Helio Castroneves. The race aired on NBC.

The marketing campaign, which additionally seems in radio, print, on-line and social media, was developed by AutoNation, I Assume Studios and Zimmerman Promoting.

Marc Cannon, AutoNation’s chief buyer expertise officer, in an e mail to Automotive Information didn’t specify how a lot the retailer plans to spend on the marketing campaign.

Cannon mentioned the advertisements spotlight AutoNation workers, “the individuals who make us an incredible place to buy, promote or service a automobile.”

AutoNation’s jobs web page final week confirmed 1,263 outcomes for positions starting from gross sales affiliate, finance and insurance coverage supervisor to porter, cashier and repair adviser at areas throughout the nation.

“We’re all the time wanting so as to add gifted, pushed folks to our group,” Cannon mentioned within the e mail. “As we proceed to construct our enterprise, we wish to construct with the very best from everywhere in the nation.”

AutoNation, based mostly in Fort Lauderdale, Fla., ranks No. 1 on Automotive Information‘ checklist of the highest 150 dealership teams based mostly within the U.S., retailing 262,403 new autos in 2021.