Hilton's Suggestive 'Just Try It' Ad Sparks Backlash Among California Republicans

Key points

• Hilton's new ad uses sexual double-entendres to urge voters to 'lick' their mail-in ballots, aiming to attract liberal voters.
• Conservative allies, including Sonja Shaw and Michael Gates, denounced the ad as inappropriate and a betrayal of family values.
• Hilton defends the ad as a provocative strategy to reach voters who might not otherwise consider a Republican candidate.
• The ad has generated millions of views but failed to significantly close the polling gap with Democrat Xavier Becerra.
• Hilton acknowledged the backlash but maintained that the campaign's goal is to expand its voter base beyond traditional Republican demographics.

Background

This controversy occurs in the final weeks of the 2026 California gubernatorial race, where Hilton faces former Attorney General Xavier Becerra. Previous coverage in our archive focused on unrelated technology topics, but this story marks a significant shift in California political advertising. Hilton, a British-born former Fox News host and adviser to David Cameron, has employed unconventional marketing tactics, including AI-generated content, to compete in a state that has not elected a Republican governor since 2004. The current ad series, produced by filmmaker Gabriel Mann for $125,000, represents a departure from his earlier AI-heavy spots, using real actors to create a more human, albeit controversial, narrative.

How outlets are covering it

CalMatters and The Los Angeles Times emphasize the internal GOP conflict, noting that while Hilton’s ad drew attention, it alienated key conservative figures like Sonja Shaw and Michael Gates. The New York Times highlights the ad’s confusion, with consultants questioning whether it equates voting with sexual activity or grooming. The Guardian focuses on the 'creepy' nature of the ad and Hilton’s attempt to appeal to LGBTQ+ voters despite his stance on transgender issues. All sources agree that the ad was a calculated risk to break through a polling deficit, with Hilton trailing Becerra by 25 points in some surveys. While some conservatives like Jack Hibbs called the ad 'grotesque,' they still supported Hilton, illustrating the complex dynamics of the 2026 California Republican base.

Why it matters

The ad underscores the challenges facing Republican candidates in California, where cultural conservatism clashes with the need to expand voter appeal. Hilton’s strategy reflects a broader trend in political advertising, where provocative content is used to generate attention, even at the risk of alienating core supporters. The backlash from fellow Republicans suggests that the modern California GOP may be more culturally conservative than Hilton’s marketing approach anticipates, potentially limiting his ability to convert liberal voters. As the November 3 election approaches, the ad’s impact on voter behavior will be a key indicator of whether unconventional tactics can overcome deep-seated partisan divides in a deep-blue state.

What to watch

Hilton plans to release more ads in the 'Just Try It' series, continuing his strategy of provocative marketing. The campaign will likely face further scrutiny from conservative allies and Democrats alike. As the election nears, the focus will shift to whether the ad’s attention translates into actual votes or if the backlash will further solidify the polling gap with Xavier Becerra. The outcome of the gubernatorial race will also have implications for the broader 2026 midterms, particularly in California’s congressional races.