As the Republican primary battleground shifts to South Carolina, Jeb Bush has a new way of dealing with his family history: embracing it.
The former Florida governor has taken the new tack in the Palmetto State, where he's locked in a battle with Senator Marco Rubio—a fellow Floridian whom he'd previously mentored.
His dad, President George H.W. Bush? "The greatest man alive," he said Friday at a rally in Anderson, South Carolina. His brother? The presidential hopeful says he remains nothing but proud of George W. Bush. And Barbara Bush? Don't even get him started.
See photos of the Bush family through the years:
Jeb and George Bush through the years
Jeb celebrates winning the Bush 'lottery' in South Carolina
** FILE ** President George W. Bush, center, walks off the 18th hole with his brother, Florida Gov. Jeb Bush, right, and father, former President George Bush, left, at the Cape Arundel Golf Club in Kennebunkport, Maine, in this July 7, 2001 file picture. Could there be a third President Bush? The current chief said Wednesday May 10, 2006 that younger brother Jeb would make a great one, too, and has asked him about making a run. The first President Bush likes the idea as well. (AP Photo/J. Scott Applewhite)
President Bush, center, with former President George H.W. Bush, left, and Florida Gov. Jeb Bush, walk together after participating in the christening ceremony of the aircraft carrier George H.W. Bush in Newport News, Va., Saturday, Oct. 7, 2006. (AP Photo/Lawrence Jackson)
Florida Gov. Jeb Bush, left, listens as former President George H. W. Bush offers condolences to the Ford family during a news conference in remembrance of former President Gerald R. Ford at the Gasparilla Inn in Boca Grande, Fla., Wednesday, Dec. 27, 2006. (AP Photo/Armando Solares)
President Bush waves to the crowd with his wife, Laura, and brother Jeb Bush on Monday, Nov. 6, 2006, in Pensacola, Fla., where Bush was drumming up support for local Republican candidates. (AP Photo/Mari Darr~Welch)
President Bush, left, stands on stage with his brother Gov. Jeb Bush, right, at a campaign rally at Pensacola Civic Center, Monday, Nov. 6, 2006. in Pensacola, Fla. (AP Photo/Pablo Martinez Monsivais)
President Bush, left, spends a moment with his brother and Florida Gov. Jeb Bush, prior to the President's speech on Social Security at the Pensacola Junior College, Friday, March 18, 2005, in Pensacola, Fla. (AP Photo/Phil Coale)
President George Bush chats with brother Gov. Jeb Bush as they acknowledge cheering supporters at a fundraiser for the Republican Party of Florida at the Contemporary Resort at Disney World in Orlando, Florida, Friday, February 17, 2006. (Photo by Joe Burbank/Orlando Sentinel/MCT via Getty Images)
Texas Gov. George W. Bush, right, gestures as his brother Florida's governor-elect Jeb Bush looks on during a joint news conference in New Orleans Wednesday, Nov. 18, 1998. The Bush brothers are attending the Republican Governors Association meeting which runs through Friday. A flood of media requests to interview the Texas governor and the Florida governor-elect prompted the sons of former President Bush to schedule a news conference Wednesday. (AP Photo/Bill Haber)
Florida Gov. Jeb Bush, right, hugs his brother, President Bush, left, after introducing him at a campaign rally at Pensacola Civic Center in Pensacola, Fla., Monday, Nov. 6, 2006. (AP Photo/Pablo Martinez Monsivais)
President Bush jokes with his brother Florida Gov. Jeb Bush on Monday, Nov. 6, 2006, in Pensacola, Fla., where Bush was drumming up support for local Republican candidates. (AP Photo/Mari Darr~Welch)
Former U.S. President George H. W. Bush, center, is joined by his sons, former U.S. President George W. Bush, left, and former Florida Gov. Jeb Bush, as he speaks to reporters after his parachute jump with the Army Golden Knights parachute team to celebrate his 85th birthday, Friday, June 12, 2009, in Kennebunkport, Maine. (AP Photo/Robert F. Bukaty)
President Bush greets his brother,former Florida Gov. Jeb Bush, right, and Jeb's son, George P. Bush, left, as he arrives at Palm Beach International Airport in West Palm Beach, Fla., Tuesday, March 18, 2008. (AP Photo/Gerald Herbert)
President George H. W. Bush, left, with his son former Florida Gov. Jeb Bush, right, enters the West Wing of the White House to meet with President Barack Obama Saturday, Jan. 30, 2010, in Washington. (AP Photo/Alex Brandon)
President George W. Bush, left, smiles while being introduced by his brother Florida Gov. Jeb Bush, right, at the Florida Victory 2004 rally on Sunday, Oct. 31, 2004 in Tampa, Fla. (AP Photo/Scott Audette)
This photo taken Feb. 15, 2011, show former Florida Gov. Jeb Bush greeting his mother, former first lady Barbara Bush, at the White House's 2010 Presidential Medal of Freedom ceremony in Washington, where her husband, former President George H.W. Bush is to receive the Medal. Jeb Bush has already heard his mother, Barbara, tell everyone âweâve had enough Bushesâ in the White House. In the lead-up to 2016 presidential campaign, the former Florida governor says heâs in his 60s and doesnât have to do everything his mom says. âI'm trying to avoid the family conversation,â he said. (AP Photo/Carolyn Kaster, File)
In this Oct. 22, 2002, file photo former first lady Barbara Bush makes a point as she campaigns for her son, Florida Gov. Jeb Bush, at Nova Southeastern University in Davie, Fla. Amid the celebration surrounding the opening of son George W. Bush's presidential library, Barbara Bush is brushing aside talk of her son Jeb running for president in 2016. When asked how she felt about it she told NBC's "Today" show, Thursday, April 25, 2013, "We've had enough Bushes." (AP Photo/Marta Lavandier, File)
Florida Gov. Jeb Bush, right, reaches out to grab his brother President George W. Bush before a speech Friday morning March 8, 2002 at America II Electronics in St. Petersburg, Fla. In the his remarks, Bush said he does not know whether Osama bin Laden is dead or alive but cautioned Americans against judging the success of the war on the fate of the terrorist mastermind. (AP Photo/Chris O'Meara)
Former first lady Barbara Bush laughs with her son, Florida Gov. Jeb Bush, during a campaign stop in Ellenton, Fla., Monday, Oct. 30, 2000. The two were campaigning for another of her sons, Republican presidential candidate Texas Gov. George W. Bush. (AP Photo/Chris O'Meara)
Republican presidential candidate Texas Gov. George W. Bush jokes with his brother, Florida Gov. Jeb Bush, left, during a bus ride to a rally at Florida International University in Miami, Fla., Sunday, Nov. 5, 2000. At left is New York Mayor Rudolph Giuliani. (AP Photo/Eric Draper)
Texas Republican Gov. George W. Bush, right, and Florida's Governor-elect, Jeb Bush, answer questions at a news conference in New Orleans Wednesday Nov. 18, 1998. A flood of media requests to interview the Texas governor and the Florida governor-elect prompted the sons of former President Bush to schedule a news conference. The governors are attending the Republican Governors Association. (AP Photo/Bill Haber)
Florida Gov.-elect Jeb Bush, left, laughs during a joint news conference in New Orleans Wednesday, Nov. 18, 1998, with his brother Texas Gov. George W. Bush. The Bush brothers are attending the Republican Governors Association meeting which runs through Friday. A flood of media requests to interview the Texas governor and the Florida governor-elect prompted the sons of former President Bush to schedule a joint news conference. (AP Photo/Bill Haber)
Former President George Bush, right, clenches his fist Sept.16, 1994 as he hugs son, Jeb during a Florida GOP fund-raiser in Tampa. After a hiatus, Bush has been hitting the campaign trail and lecture circuit with a vengence, raising millions for Republican candidates and getting digs in at President Bill Clinton along the way. (AP Photo/Chris O'Meara)
Former President George H. W. Bush, right, and son Jeb Bush chat with recruits at the Pinellas County jail's boot camp in St. Petersburg. FL., March 28, 1994. Jeb Bush, who is running for the Republican nomination for governor, was on a campaign swing with his father. (AP Photo/Peter Cosgrove)
Cheerleaders shout their encouragement as Florida Republican gubernatorial candidate Jeb Bush and former President George Bush applauds Barbara Bush, center, during her address to a rally on Oct. 10, 1994 at Church Street Station in Orlando, Florida. Jeb Bush is running for governor against incumbent Democrat Gov. Lawton Chiles. (AP Photo/Peter Cosgrove)
President George H. W. Bush talks with his son Jeb, during a round of golf at the Cape Arundel Golf Club in Kennebunkport ME., Aug. 27, 1990. The president is scheduled to meet with Canadian Prime Minister Brian Mulroney Monday, at his Walker's Point home. (AP Photo/Doug Mills)
MACDILL AIR FORCE BASE, UNITED STATES: US President George W. Bush (R) reaches out to shake hands with his brother Florida Governor Jeb Bush (L) shortly after Air Force One arrived at MacDill Air Force Base, Florida, 09 May 2006. AFP Photo/Paul J. Richards (Photo credit should read PAUL J. RICHARDS/AFP/Getty Images)
Washington, UNITED STATES: US President George W. Bush (L) looks on as his brother Florida Governor Jeb Bush speaks 19 April, 2006. Governor Bush was among several governors who met with the president after an Easter trip to Iraq, Afghanistan and Kuwait. AFP PHOTO/Jim WATSON (Photo credit should read JIM WATSON/AFP/Getty Images)
President George Bush (left) and brother Gov. Jeb Bush acknowledge cheering supporters at a fundraiser for the Republican Party of Florida at the Contemporary Resort at Disney World in Orlando, Florida, Friday, February 17, 2006. (Photo by Joe Burbank/Orlando Sentinel/MCT via Getty Images)
ST. PETERSBURG, FL - OCTOBER 19: U.S. President George W. Bush (L) and his brother Florida Governor Jeb Bush (R) smile while greeting supporters during a campaign rally at Progress Energy Park October 19, 2004 in St. Petersburg, Florida. Recent polls indicate Bush is maintaining a slight lead over his Democratic challenger U.S. Sen. John Kerry (D-MA). (Photo by Mark Wilson/Getty Images)
PARK CITY, UT - JANUARY 22: Jeb Bush is seen at Salt Lake City Airport on January 22, 2015 in Park City, Utah. (Photo by JOCE/Bauer-Griffin/GC Images)
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He "won the lottery" on that one, he told a crowd at the Anderson, South Carolina Civic Center.
"I had a front row seat to watch history unfold," he told a crowd of supporters about growing up in a political family. "I've been totally blessed to be in a unique place where I've seen history unfold and I've seen leadership when it was done right."
He singled out special admiration for the former first lady, who last month appeared in football shoulder pads and eye black for a picture tweeted by the campaign in a jab at Trump. That shot followed the billionaire real estate developer's own attack on on Twitter for leaning on support from his mother following her appearance in a campaign video touting her son's readiness to lead the fight against ISIS.
"Frankly, when my little eyes opened up 63 years and a day ago in Midland, Texas, I opened my eyes and she was there—I won the lottery in Barbara Bush," Bush said during the rally, which came the day after spending his birthday on the campaign trail.
Bush's comments come as he's locked in an increasingly personal battle in the state with former political student Marco Rubio, who's accused him of lacking foreign policy credentials. The state has been good to his family and his brother, President George W. Bush, in 2000 went on to win the nomination after losing to John McCain in New Hampshire as the victory allowed him to recapture momentum.
In a year when Donald Trump sits atop the Republican pack and voters have said they are fed up with insider politicians, Bush has had to contend with the one thing he can't run from: his own name. On the Democratic side, Vermont Senator Bernie Sanders resoundingly defeated former secretary of state Hillary Clinton in New Hampshire as voters make the anti-establishment theme on both sides of the aisle.
Bush is deploying the family name, and the years of political experience it stands for, to hit back. After Trump's repetition of a vulgarity at a campaign rally ahead of the New Hampshire primary last week, Bush slammed him in a gathering of evangelical students at Bob Jones University in Greenville.
"I can't imagine my dad doing that," he told the crowd. And his brother "was always wearing a suit in the Oval Office because he viewed it as hallowed ground."
But perhaps his sharpest attacks came earlier in the day at the Anderson stop, where he said Cruz and Rubio are too inexperienced for the White House. Bush has attempted to position himself as a steady hand among a gang of neophytes and incompetents.
"What in the life experiences of Ted Cruz or Marco Rubio would suggest they can make a tough decision when the going gets tough?" Bush asked this morning at a rally in Anderson. "It's possible, but they are untested people in dangerous and risky times—it's a risk."
Never one to be left out, Trump fired back today on Twitter claiming the campaign may be draw to an end for Bush.
"Last time lightweight @JebBush tried to knock off @marcorubio he made a total fool of himself. If he doesn't do better this time, he's out!"