Republican candidate Steve Hilton releases controversial “Just Try It” ad targeting young voters
Steve Hilton, the Trump‑endorsed Republican candidate for California governor, unveiled a new ad on October 1, 2026 that depicts two college‑aged women in a bedroom filling out a ballot for him while exchanging suggestive dialogue.
The ad, titled “Just Try It, California,” opens with a blue‑haired woman in a “Resist” T‑shirt expressing nervousness about a new experience, saying, “I can’t believe I’m doing this,” and worrying, “What if my dad finds out?” Her pink‑haired friend reassures her, “Just try it. Look, give me your hand, close your eyes, and I’ll do all the work,” before the camera shows them marking a bubble for Hilton on a California election ballot. The scene ends with the hesitant woman declaring, “I think I liked it.”
“Just try it, California,” Hilton wrote on X alongside the video.
Spencer Pratt, a former Los Angeles mayoral candidate, responded on the platform with, “OK now this is a brilliant ad. OMFG,” praising the ad’s boldness. Other social‑media users described the spot as both “brilliant” and “weird,” noting that the sexual innuendo could alienate traditional Republican voters while attempting to attract Gen Z and millennial voters.
Hilton’s campaign frames the advertisement as the first piece of a six‑figure television and digital effort aimed at younger voters. According to a campaign release, the ad is intended to “encourage new voters to try something that actually brings costs down” and to challenge the status quo after sixteen years of Democratic governance in the state.
The ad arrives with the California gubernatorial race entering its final month. Democrat Xavier Becerra continues to lead in the polls, maintaining an approximate 18‑point advantage over Hilton. The two candidates recently participated in a single televised debate hosted by CNN, after which Hilton’s ad was released.
Reactions to the ad have been mixed. Some observers commend its creative approach to engagement, while others caution that the use of a pride flag and the suggestion of a same‑sex encounter might be perceived as pandering or could backfire with conservative voters. One commenter warned that the ad could “turn off more Republicans” because of its visual cues.
Hilton’s team has not commented further on the public response, but the campaign’s next steps appear to focus on sustaining attention through additional digital spots and outreach to college campuses as the November ballot approaches.
