A sexually suggestive and innuendo-filled political campaign ad released by Steve Hilton, the Republican California gubernatorial candidate, faced a wave of criticism from other members of his party in response to the video.
The ad, which is titled "Just Try It, California," depicts two women with dyed hair, sitting on a bed in front of an LGBTQ+ flag hanging on the wall in the background, as they attempt to be experimental.
"I've just never done anything like this before. Like, what if my dad finds out?" one woman says to the other.
"Look, give me your hand. Close your eyes, and I'll do all the work," says the other woman as their hands move downward off-screen.
The camera then pans down to reveal the women filling out Hilton's name as their candidate
of choice on a California ballot, before abruptly ending the ad with another innuendo, as the woman holds up the ballot and says, "Now. Lick it."
Although the ad has garnered millions of views on social media, many prominent Republicans and fellow G.O.P. candidates condemned the campaign ad, calling it "creepy" and "weird."
Just try it, California. pic.twitter.com/6uqT6m8oV4
— Steve Hilton (@SteveHiltonx) October 1, 2026
One notable critic was Sonja Shaw, who served as Chino Valley Board President and is a candidate for California Superintendent of Public Instruction. Shaw, who's been criticized by the public for her support of controversial policy that impacts LGBTQ+ students, called the ad "Weird, creepy, disturbing garbage" on social media.
As Chino Valley Board President, Shaw supported a 2023 policy that would have required employees to notify parents if a student asked to go by a name or pronoun different from official school records or show interest in a sex-segregated program. The school district has been blocked from imposing the policy as the case moves to the Supreme Court.
"This is a clear example of exactly why good people are walking away from the Republican Party. As a mother and someone who has fought to protect children's innocence, this crosses a line. We have lost our way. Embarrassing," she added.
Although Shaw criticized the ad for its LGBTQ-related topic, other candidates like Michael Gates, who is running for California Attorney General, denounced the ad for its "use of young women as a political tool."
"California families deserve better, and as (Attorney General), I will fight every day to protect our girls, young women, and parental rights. I guarantee it."
Even as other prominent names in California's GOP, like Spencer Pratt, a former reality TV star-turned-politician, praised the ad as a "masterclass in persuasion," Gates doubled down on his disapproval.
"The ad was a foolish miscalculation, thinking he could reach out and expand his base. What Becerra voter is now going to vote Hilton because of this ad? None," Gates responded to Pratt on X.
"Pandering in ads this way is. Hilton lost nearly 1 million Bianco voters for sure. I'll wait right here until someone tells me where Hilton will make that up. It won't be from Becerra's base."
However, in a video response to criticism of the ad, Hilton argues his campaign has seen a positive response from Californians to the first ad.
A word on our new campaign, 'Just Try It!', and the reaction to it: pic.twitter.com/WqyEFJbksS
— Steve Hilton (@SteveHiltonx) October 4, 2026
"People have been calling me and texting me, saying that the first ad they saw was genius and the best ad they've ever seen," Hilton said.
Ultimately, Hilton believes this controversial ad has advanced his campaign's goal: to convince independent and Democratic-leaning Californians to "try" a Republican candidate's leadership.
"We have to do elections differently, the way we do campaigns. We have to do that differently as well, otherwise we are just going to get the same results."
Noe Padilla is a Northern California Reporter for USA Today. Contact him at npadilla@usatodayco.com, follow him on X @1NoePadilla or on Bluesky @noepadilla.bsky.social. Sign up for the TODAY Californian newsletter or follow us on Facebook at TODAY Californian.
This article originally appeared on USA TODAY: Some California Republicans call Steve Hilton's ad for Gov. 'weird'
