The message board above the Hawaiian Rent-All store in Moiliili is no longer at a loss for words.

The sign, a beloved landmark at the corner of McCully and South Beretania streets, has been amusing drivers and passersby for nearly 50 years.

Original owner Gordon W.S. Loui began posting humorous and topical messages on the board in 1968 as a means of free advertising.

He sold the business and retired, but the messages continued.

Strong winds in March blew the face off the message board, leaving the new owners speechless.

The sign was finally replaced last week .

Its first message is “LOADING…”