Republican gubernatorial hopeful Steve Hilton is facing a fierce internal party uprising after the release of a sexually charged campaign advertisement that has been labelled “creepy” and “disturbing” by fellow Republicans and the Democratic challenger alike. The spot, titled “Just Try It, California”, shows two young women with brightly coloured hair on a dimly lit bed before a pride flag, exchanging dialogue that culminates in a provocative command. The controversy has deepened Hilton’s struggle in a state that has not elected a Republican governor since 2004, with polls continuing to show a substantial lead for incumbent Xavier Becerra.
The Ad That Ignited a Storm
The video, which debuted early in October 2026, opens with one woman voicing hesitation, “I can’t believe I’m doing this”, while the other gently coaxes, “Don’t be nervous, it’s not that bad”, before guiding her to fill out a ballot for Hilton and delivering a sharply pointed line, “lick it”. The imagery and language have been widely interpreted as a sexual innuendo aimed at encouraging voters to “try” supporting Hilton. The ad was filmed against a backdrop of low lighting and a pride flag, a choice that has drawn additional scrutiny for its perceived exploitation of youthful aesthetics.
The release came just weeks before the November midterm elections, a period when campaign messages are typically honed for broad appeal. Instead, the spot has generated a chorus of condemnation from within the Republican ranks, prompting a rapid response from party officials and candidates who feel the advertisement damages their electoral prospects in a traditionally blue stronghold.
Republican Voices Turn on Hilton
Among the most vocal critics is Sonja Shaw, the Republican nominee for California’s superintendent of public instruction. In a social‑media post, Shaw described the advertisement as “creepy, weird, disturbing garbage”. She argued that the content exemplified why “good people are walking away from the Republican party”, adding that as a mother who has fought to protect children’s innocence, the ad crossed an unacceptable line. “We have lost our way,” she wrote, signalling a broader disillusionment among party members.
Michael Gates, the Republican candidate for state attorney general, also distanced himself from the messaging. He issued a statement emphatically rejecting “the use of young women as a political tool”. Gates’ condemnation reflects a growing concern that such tactics could alienate moderate voters and undermine the party’s credibility in a state where voter sentiment is already heavily skewed toward the Democrats.
The backlash is not limited to elected candidates. Several grassroots Republican organisations have issued statements warning that the ad could depress turnout among key demographic groups, particularly women and younger voters who are sensitive to portrayals of sexualisation in political messaging.
Hilton’s Defence and the Broader Campaign Context
Hilton, a British former political adviser to former Prime Minister David Cameron and a Fox News commentator, responded to the uproar in a video posted shortly after the advertisement’s launch. He acknowledged that the ad had offended many viewers, a outcome he claimed was “not our intention”. Instead, he framed the spot as a satirical device meant to make a provocative point about voter engagement. “We were trying to make a point in a provocative way, in satirical way,” he said. “It grieves me that you’ve been upset by this. But I also want to ask you to understand what we are doing, why we’re doing it and to ask for some grace as well as understanding as we fight this campaign.”
The candidate also pointed to a recent roundtable discussion he attended on 15 September 2026, where he met with film and TV industry leaders in Los Angeles. That meeting, he suggested, underscored his broader outreach to cultural influencers and his commitment to a fresh narrative for California politics.
Hilton’s campaign team has insisted that the ad was designed to be memorable and to break through the noise of a crowded electoral field. They argue that the backlash, while significant, may also generate free media coverage that could ultimately benefit his longshot bid.
Conversely, Democratic nominee Xavier Becerra seized on the controversy to amplify his own policy platform. He posted an article championing “Medicare for All” and inserted a pointed line directed at his Republican rival: “Steve, just try it!” The remark echoed the ad’s tagline but reframed it as an invitation to support universal health care, further widening the divide between the two campaigns.
Polling Battle in a Deep Blue State
Despite the Republican infighting, Hilton maintains a modest ground game aimed at converting Democrats and independents disillusioned by rising living costs. However, public opinion data continues to paint a bleak picture for his candidacy. Polls consistently show Becerra holding a double‑digit lead over Hilton, a gap that has remained stable throughout the campaign season. The state’s political landscape remains overwhelmingly Democratic, with voter registration figures indicating a substantial advantage for the party.
The internal Republican discord, highlighted by the ad controversy, threatens to further erode any momentum that might have been gained from economic grievances. Analysts suggest that unless Hilton can quickly recalibrate his messaging and regain party unity, his path to the governor’s office will remain an uphill struggle.
Why it Matters
The fallout from Steve Hilton’s “Just Try It” advertisement underscores a broader reckoning within the Republican Party about the tactics it will employ in an increasingly competitive electoral environment. The ad’s overtly sexualised imagery has ignited a fierce intra‑party debate, with prominent GOP candidates condemning the spot as detrimental to the party’s image and potentially damaging to voter turnout. This episode also highlights the challenges faced by Republican candidates in traditionally blue states, where breaking through entrenched Democratic support requires nuanced messaging rather than shock tactics. The controversy is likely to shape not only the outcome of the California gubernatorial race but also inform future Republican campaign strategies nationwide, especially as the party seeks to broaden its appeal ahead of the 2028 election cycle.
