Hilton's 'Just Try It' Ad Sparks Fierce Backlash Within GOP Base

Key points

• Hilton released the ad 'Just Try It, California' last week, depicting two young women in a bedroom with a pride flag, using sexual innuendo to encourage voting for him.
• Fellow Republican nominees, including state attorney general candidate Michael Gates and superintendent candidate Sonja Shaw, condemned the ad as 'creepy' and exploitative of young women.
• Hilton defended the ad as a satirical, provocative attempt to reach voters who are frustrated with the high cost of living but hesitant to vote for a Republican.
• The ad has garnered nearly 5 million views, but Hilton trails Democrat Xavier Becerra by 25 percentage points in recent polls (58% to 33%).
• Some conservative allies, such as Pastor Jack Hibbs, called the ad 'grotesque' but stated they would still vote for Hilton over Becerra, highlighting a split in the GOP base.

Background

This controversy occurs as Republicans struggle to find a unifying narrative for the 2026 midterms, with former President Joe Biden fading from ad focus. The GOP holds a significant cash advantage over Democrats, with planned ad spending of approximately $888 million compared to Democrats' $666 million. However, Hilton's campaign is facing a unique challenge in California, a state that has not elected a Republican governor since 2004. The ad is part of a broader strategy to appeal to independents and Democrats, but it has triggered internal conflict within the party's conservative base.

How outlets are covering it

The Los Angeles Times and The Guardian emphasize the ad's impact on the Republican coalition, highlighting the condemnation from fellow nominees like Michael Gates and Sonja Shaw. The New York Post focuses on the ad's provocative nature and its potential to attract non-Republican voters, noting mixed reactions from the public. The Orange County Register highlights the internal conflict within the conservative base, with Pastor Jack Hibbs calling the ad 'grotesque' but still supporting Hilton. Hilton's defense, as reported by all sources, is that the ad is a necessary, provocative strategy to reach voters who are frustrated with the status quo but hesitant to vote for a Republican. Becerra's campaign, as noted by The Guardian and The Los Angeles Times, has seized on the controversy, with his spokesman calling Hilton a 'sellout.'

Why it matters

The ad controversy highlights the challenges Republicans face in deep blue states like California, where they must balance appealing to non-Republican voters with maintaining support from their conservative base. The internal conflict over the ad could impact Hilton's ability to rally the GOP base in the final weeks of the campaign. Additionally, the ad's success or failure could influence the broader Republican strategy for the 2026 midterms, as the party struggles to find a unifying narrative and compete in a state where Democrats have held every statewide office for 16 years.

What to watch

Hilton is scheduled to speak to a chapter of the Log Cabin Republicans, an LGBTQ group, in Palm Desert on Monday. The campaign will likely continue to defend the ad as a necessary strategy to reach non-Republican voters, while facing ongoing backlash from conservative allies. The race for California governor will continue to be closely watched, with polls showing Becerra with a significant lead. The outcome of the race could have implications for the broader Republican strategy in the 2026 midterms, particularly in deep blue states.