Lt. Gov. Peter Kinder can now boast that one of the most recognizable and conservative voices in the country has endorsed his campaign for Missouri governor. Rush Limbaugh, who hosts a nationally syndicated talk show heard by millions, has thrown his weight behind Kinder in a campaign ad that began airing across the state earlier this week.

“Endorsing is something Rush rarely does,” Kinder said. “I am humbled and grateful for his belief in my campaign for governor.”

In the 30-second spot, Limbaugh points out that he and Kinder are “lifelong friends” who grew up together in their home town of Cape Girardeau, MO.