Hilton's viral 'Just Try It' ad fractures GOP coalition in California governor's race

Key points

• Hilton's ad depicts two women on a bed, with one urging the other to vote for him, ending with the line 'Now lick it' regarding the ballot envelope.
• The ad has been viewed nearly 5 million times, drawing praise from some for its creativity and harsh criticism from others for its sexualization of women.
• Republican attorney general candidate Michael Gates and state superintendent candidate Sonja Shaw have publicly denounced the ad, threatening the unity of the 'Golden Ticket' slate.
• Hilton defended the ad as a humorous way to reach voters open to change despite party affiliation, while acknowledging it offended some.
• Hilton trails Democratic front-runner Xavier Becerra by 22 points in the RealClearPolitics average of polls.

Background

This controversy occurs amid a broader trend of provocative political advertising in the 2026 midterms, including earlier backlash against Arkansas Governor Sarah Huckabee Sanders' welfare ad and Sweden Democrats' transit campaigns. Hilton's campaign is also navigating a Supreme Court appeal regarding cheaper political TV ad rates, which could impact overall ad spending.

How outlets are covering it

The Los Angeles Times and Mediaite highlight the ad's viral nature and the mixed reactions from the public, with some praising its boldness and others calling it creepy. The Orange County Register emphasizes the internal GOP rift, focusing on the condemnation from fellow 'Golden Ticket' candidates like Michael Gates and Sonja Shaw. Hilton's own defense, as reported by the LA Times, frames the ad as a necessary risk to reach non-traditional voters, while his critics, including Rep. Robert Garcia, view it as a desperate and hypocritical move by a candidate who has previously attacked the LGBTQ+ community.

Why it matters

The ad's reception highlights the challenges Hilton faces in bridging the gap with Becerra and the potential for internal party divisions to impact the broader Republican strategy in California. It also underscores the effectiveness of provocative advertising in capturing attention, even if it alienates core supporters.

What to watch

Hilton is scheduled to speak to a chapter of the Log Cabin Republicans in Palm Desert on Monday. The impact of the ad on voter turnout and the GOP's ability to maintain unity in the final weeks of the campaign will be closely watched.