In the twilight hours of South Carolina primary – and what could well be the twilight of his campaign – Jeb Bush was surrounded by family.

“You like Bushes? We got a pile of Bushes,” cracked South Carolina Senator Lindsey Graham, who has been barnstorming his home state to help Jeb pull off the showing he needs to sustain his candidacy.

To Jeb Bush’s right sat his mother, Barbara Bush, who beamed proudly as Graham called her “America’s mom” and addressed her as “Miss Bush,” while singing the praises of Jeb, whom she called “one of my four favorite sons.” A few feet away sat two of the other sons — Marvin and Neil. To Barbara Bush’s right was Jeb’s wife, Columba.

Jeb Bush has fully embraced his last name. It could be particularly effective in South Carolina, where his other brother – former President George W. Bush – remains popular. The 43rd president was in South Carolina earlier this week to stump for Jeb, and you can’t turn on a radio in the state without hearing an ad where the former president says Jeb would make a great president.