California Republican Steve Hilton releases a campaign ad of two women on a bed. Then his own party turns on him: ‘creepy, weird, disturbing garbage’
Hilton os trying something different.
Republican California gubernatorial candidate Steve Hilton is trying to persuade voters who normally would not consider voting Republican with a campaign ad built around sexual innuendo. The “Just Try It, California” spot features two young women in a suggestive scene before revealing that they are actually filling out a ballot for Hilton.
The ad opens with the women sitting on a bed in front of a Pride flag. One encourages the other to try something she has never done before, telling her to “give me your hand” and promising to “do all the work” before the scene reveals that they are filling out a ballot. The ad ends with the women discussing licking the ballot envelope.
The approach has drawn criticism from some Republicans, including candidates running for other statewide offices, as reported by Cal Matters. Hilton, meanwhile, has defended the campaign as an attempt to reach Californians who may never have considered voting for a Republican.
The ad has Republicans talking
Sonja Shaw, a conservative Southern California school board president running for state superintendent of public instruction, criticized the ad on social media, calling it “creepy, weird, disturbing garbage.” She said the spot represented the kind of messaging that could push people away from the Republican Party.
Meanwhile, Republican attorney general candidate Michael Gates also objected to the ad, criticizing what he described as its sexualized portrayal of young women. Gates specifically took issue with the reference to one woman’s father and said the spot undermined “the sanctity of the relationship between parents and their children.”
Conservative pastor Jack Hibbs also criticized the campaign spot while saying he continues to support Hilton. The reactions have put attention on an unusual source of opposition to a Republican campaign ad: members and supporters of Hilton’s own party.
Hilton’s use of sexual innuendo also fits a broader pattern of Republicans using unconventional campaign videos to grab attention. Ron DeSantis’ campaign, for instance, previously drew attention for featuring Patrick Bateman from American Psycho in a political ad back in 2023.
Hilton wants voters to try him
Hilton has defended the provocative campaign, saying it is designed to reach Californians who may never have considered voting Republican. The “Just Try It” branding is meant to encourage those voters to consider supporting him even if they do not normally identify with the Republican Party.
That strategy is particularly relevant to Hilton’s race against Democrat Xavier Becerra. The two advanced from California’s top-two primary and will face each other in the Nov. 3 gubernatorial election.
The campaign says the suggestive ad is only one part of the “Just Try It” series, with more spots planned. For Hilton, the immediate challenge is turning attention from an ad that has angered some Republicans into support from the voters he is trying to persuade.
The ad arrives as California’s gubernatorial race heads toward November, with Hilton facing Democrat Xavier Becerra. The race has also attracted national Republican attention, with House Speaker Mike Johnson facing questions over his claims that California’s primary was “rigged” despite offering no proof.
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