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For his july visit, tester bought ads in newspapers across the state. but roons arepublicans are hitting back on tax cuts and immigration. >> he may look like montana, but he votes like them. >> tester's most effective answer to trump's popularity may be this. >> i think personality plays big here and how montana you are. >> what does that mean? >> every chance tester has, you see him emphasizing his deep roots in montana. how many generations he's been here. the playbook to attack rosendale is to emphasize how he's not been here very long. >> 16 years ago. that's not very long in montana year...

Republicans are hitting back for his vote against trump on tax cuts and immigration. >> he may look like montana, but he is looking like them. >> reporter: and the most effective answer to the popularity may be this. >> well, personality plays big here, and also how montana you ? >> every chance tester has, you see him emphasizing his deep roots in montana. and the playbook to attack rosendale is to emphasize how he's not in here very long -- >> 16 years ago. that's not very long in montana years. tester took advantage of a big controversy. >> herding my cattle, branding the calvcalves. >> but...

Roots in montana. how many generations he's been here. the playbook to attack rosendale is emphasize he's not been here very long. >> 16 years ago. that's not long in montana years. >> tester took advantage of a big controversy after rosendale called himself a rancher. >> herding my cattle, branding the call kvs. >> it's been dubbed the top hat fight. >> it's not just how i look. >> you know government needs a haircut. >> rosendale declined repeated requests to be interviewed. while tester knows winning another term is a toss-up. >> the difference in this race? >> yes. >> hopefully it will be ...

Here. i think how montana you are. that really matters. >> what does that mean? >> every chance tester has, you see him emphasizing his deep roots in montana. generations he's been here and the play book to attack rosendale is to emphasize how he's not been here. >> 16 years ago. that's not very long in montana years. >> reporter: tester took advantage of a big controversy after rosendale called himself a rancher. >> herding my cattle. >> reporter: but turns out he didn't own cattle. >> all hat, no cows. >> reporter: a campaign so local, it's been dubbed the flat top fight. ads built around it...