Republican gubernatorial candidate Steve Hilton is finding out that trying to flirt with liberal voters can lead to a cold shoulder from his own party. In a provocative new digital advertisement designed to lure undecided Californians toward the GOP, Hilton employs a suggestive atmosphere featuring dim lighting, crooning music, and two young women with piercings and dyed hair sitting before a Pride flag. The ad plays out like a romantic encounter, with one woman coaxing the other to try something new before revealing that the act is actually filling out a mail-in ballot for Hilton. The spot concludes with the directive to lick the envelope, framed by the cheeky tagline Just try it.
The gamble has ignited a firestorm among conservative allies who view the sexualized tone as repulsive rather than clever. Critics within his own camp have been swift and severe, with Southern California school board president Sonja Shaw labeling the content creepy, weird, disturbing garbage. Other figures have gone further; Attorney General candidate Michael Gates condemned the portrayal of young women and argued that lines referencing parental discovery undermine family values. Even evangelical Pastor Jack Hibbs weighed in with homophobic critiques of the imagery, though he noted he would still maintain his support for Hilton’s candidacy.
For Hilton, these kinds of boundary-pushing stunts are second nature. Having spent years as a marketing expert and advisor to former UK Prime Minister David Cameron, he built a career on softening the image of right-wing politics to appeal to broader demographics. While his current platform includes hardline stances on transgender athletes in sports, this specific ad reflects his belief in an all of the above strategy to break Democratic dominance in California. He remains unfazed by the internal turmoil, suggesting that any strong piece of art naturally provokes a strong reaction and insisting that victory requires unconventional methods.
Industry experts remain divided on whether the shock value will translate into actual votes against Democrat Xavier Becerra. Veteran Republican adman Fred Davis described the execution as brilliant in terms of grabbing attention but questioned if it provides a compelling reason for left-leaning voters to actually switch sides. Despite the friction with colleagues like Shaw and Gates, Hilton insists he is simply playing to win in a state desperate for change. He confirmed that more ads in this vein are on the way, doubling down on a creative risk that has left his base feeling alienated while hoping it catches the eye of those who usually ignore Republicans entirely.
