Steve Hilton released a provocative one-minute campaign ad titled "Just Try It, California" that shows two young women in an intimate setting and includes an LGBTQ+ progress flag. The spot drew sharp criticism from within his own party, which accused it of sexualizing young people, while Democrats called it "bizarre" given Hilton's past rhetoric on LGBTQ+ issues. Hilton defended the ad in a nearly five-minute video, apologized to those offended, and asked for "grace." A UC Berkeley poll shows Democrat Xavier Becerra leading Hilton 58% to 33%, with a 26-point advantage among unaffiliated voters.
Steve Hilton’s Risqué ‘Just Try It, California’ Ad Sparks Backlash From Both Parties
California Republican gubernatorial candidate Steve Hilton photographed during a town hall with union film industry workers on Sept. 16. His latest campaign ad has caused a stir with its risqué overtones. Justin Sullivan via Getty Images
Steve Hilton, the Republican candidate for California governor and former pro-Trump commentator, has drawn criticism from allies and opponents alike with a provocative new campaign commercial titled "Just Try It, California." The one-minute spot depicts two young women in a dimly lit bedroom, a visible LGBTQ+ progress flag on the wall, and dialogue that critics say carries sexual undertones.
What Happens in the Ad
The commercial opens with a nervous woman in a "RESIST" T-shirt saying, "I can't believe I'm doing this." Her friend soothes her—tucking back blue hair and urging, "Don't be nervous. It's not that bad." After a brief exchange about trying something new and concerns about a father finding out, the camera later shows the blue-haired woman marking a ballot for Hilton. The scene ends with the friend pulling a mail-in ballot envelope into view and saying, "Now lick it."
Reaction From Republican Allies
The ad prompted immediate backlash within Hilton's own party. Michael Gates, a Republican candidate for California attorney general, criticized the spot on X as the "sexualization of young people," saying "California families deserve better." Sonja Shaw, running for state superintendent of schools, called the ad "creepy, weird, disturbing garbage" and said it illustrated why some voters are abandoning the party.
Democratic Response
Democrats seized on the controversy as confirmation of wider concerns about Hilton's record. Rep. Robert Garcia (D‑Long Beach) described the commercial to the Los Angeles Times as "bizarre and desperate," noting Hilton's past attacks on the LGBTQ+ community and his alignment with Donald Trump. Jonathan Underland, a spokesman for Democratic rival Xavier Becerra, accused Hilton of abandoning his stated values for political gain.
Hilton’s Reply
Hilton posted a nearly five-minute video defending the ad, characterizing viewer reaction overall as "overwhelmingly" positive while apologizing to anyone offended. He asked critics for "grace," saying the campaign will try new approaches and that everything was motivated by his "love for this beautiful state and for all of you."
Polling Context
The controversy arrives as a UC Berkeley poll shows a wide partisan split in California's gubernatorial contest. Polling cited in coverage puts Xavier Becerra ahead of Hilton, 58% to 33%, and finds Becerra leading by 26 points among unaffiliated voters.
Why it matters: The ad has created an unusual cross‑aisle backlash — with members of Hilton's own party condemning its tone while opponents use it to criticize his credibility and messaging strategy.
Reported originally by HuffPost, the spot has sparked questions about campaign strategy, voter perception, and how political advertising navigates culture-war dynamics in a high-profile statewide race.
Help us improve.
