Full Breakdown
Steve Hilton’s “Just Try It, California” Ad Sparks GOP and Democratic Backlash
By Drooid · · How we work
Core Event: Controversial Digital Spot Targeting Young Voters
California Republican gubernatorial candidate Steve Hilton released a one-minute digital advertisement titled “Just Try It, California.” The ad features two AI-generated young women with neon hair and heavy makeup seated on a bed behind a Pride flag. The camera then pans down to reveal the women marking Hilton’s name on a mail-in ballot, ending with a suggestive double-entendre about “closing” the ballot. The spot was designed for television and digital platforms aimed at Gen Z and millennial voters.
Background & Context: Hilton’s Campaign Strategy
Hilton’s ad is the first piece of a six-figure television and digital campaign announced shortly after his debate with Democratic rival Xavier Becerra. The campaign has emphasized “changing the status quo” on issues such as gas, utilities, housing, and schools, positioning Hilton as a candidate willing to “try something new” for California’s cost of living.
Data & Statistics: Poll Gap and Campaign Spending
- A University of California, Berkeley poll cited by multiple outlets shows Becerra leading Hilton 58% to 33% among likely voters, with a 26-point advantage among unaffiliated voters.
- The same poll indicates an overall 18-point deficit for Hilton in the latest statewide tracking.
- Hilton’s ad budget is described as a six-figure spend targeting younger demographics.
Official Statements & Responses
Hilton addressed the controversy in a nearly five-minute video posted to social media, describing the reactions as “overwhelmingly positive” and apologizing to those who were offended.
Verbatim Quotes
- “This is a bizarre and desperate ad from a person who has attacked the LGBTQ+ community and stands with Donald Trump.” — Jonathan Underland, a spokesman for Hilton’s gubernatorial opponent Xavier Becerra
- “People do not need permission from a party to want a state they can afford,” — Steve Hilton, spokesman
- “You do not have to become a Republican to want a different result,” — Steve Hilton, spokesman
These reactions illustrate the ad’s polarizing impact across the political spectrum, highlighting both the lengths to which Hilton’s campaign will go to attract attention and the deep discomfort it has generated among allies and opponents alike.
