Commuters headed east and away from Pearl, Mississippi, on Interstate 20 can’t miss the first one. Facing his first serious primary challenge, Sen. Roger Wicker has copied-and-pasted the president’s tweets onto billboards.

It’s the ultimate retweet, and it’s a smart strategy, considering the fact that less than a quarter of U.S. adults actually have a Twitter account. About 14-feet high, 48-feet wide, and definitely impossible to miss, the billboards solidify Wicker as the candidate with Trump’s endorsement.

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