Underdog California gubernatorial candidate Steve Hilton released a provocative digital campaign ad titled Just Try It, California
that shows two young women in a bedroom discussing voting. The suggestive imagery sparked backlash and internal Republican criticism ahead of the November 3 midterm election.
Inside the ‘Just Try It, California’ Campaign Ad
The one-minute video features two young women sitting on a bed in a dimly lit room against the backdrop of an LGBTQ+ progress pride flag. One woman wears a RESIST
T-shirt and appears visibly nervous about trying something for the first time. As soft music plays, her companion reassures her and guides her hand to fill out a mail-in ballot for Hilton over his Democratic rival, former health secretary Xavier Becerra. The spot concludes with one character telling the other “Now lick it,” referencing the glue on the mail-in ballot envelope.
Released as part of a six-figure television and digital ad push aimed at Gen Z and millennial voters, the commercial quickly racked up millions of views online. The campaign designed the spot to break through in a deep-blue state where Republicans face steep statistical hurdles.
California Republicans Condemn Sexualized Ad Framing
While some digital commentators praised the unconventional media strategy, the ad provoked swift outrage from prominent California Republicans and conservative figures. Critics targeted the sexualized framing of young voters and the state party leadership for promoting the content.
Shame on you … for reposting and cheering this creepy, weird, disturbing garbage. This is a clear example of exactly why good people are walking away from the Republican Party. As a mother and someone who has fought to protect the innocence of children, this crosses a line. We have lost our way, Embarrassing.
Sonja Shaw, Republican candidate for state superintendent of schools, via social media
Michael Gates, the Republican nominee for state attorney general who has frequently appeared alongside Hilton on the campaign trail, issued an online statement declaring that he emphatically denounced the use of young women as a political tool. Meanwhile, Pastor Jack Hibbs of Calvary Chapel Chino Hills condemned the ad as grotesque and insensitive during a Facebook Live broadcast, though he maintained he would still vote for Hilton because he did not trust Becerra.
Democrats joined in the criticism while pointing to Hilton’s broader political alignments. Representative Robert Garcia called the commercial a bizarre and desperate ad from a candidate aligned with Donald Trump who had previously attacked the LGBTQ+ community.
Steve Hilton Defends the Satirical Strategy
Facing heavy pressure from within his own party, Hilton defended the commercial in online video statements, arguing that the controversy overshadowed a deliberate attempt to reach exhausted voters. He acknowledged that some viewers felt uncomfortable.
Hilton explained that his team intended to make a point in a provocative way, in satirical way, emphasizing that no offense was ever intended toward voters. He asked for grace and understanding as his campaign attempts to rally frustrated Californians who might otherwise reject the Republican label.
Polling Deficits Ahead of the November Election
The ad blitz arrives as Hilton fights to close a massive double-digit polling gap against Becerra in the final weeks before the November 3 general election. California has not elected a Republican governor since 2004, and registered Democrats outnumber Republicans 45% to 25%, with independents making up 22% of the electorate, according to data from the Public Policy Institute of California.
| Pollster | Field Dates | Xavier Becerra (D) | Steve Hilton (GOP) |
|---|---|---|---|
| Public Policy Institute of California | Early September | 60% | 38% |
| UC Berkeley Institute of Governmental Studies | September 15–20 | 58% | 33% |
Prediction markets also reflect the uphill battle facing the Republican challenger.