Republican Struggles in California: Steve Hilton’s Controversial Campaign

Imagine you are a Republican aiming for the governorship in the deeply Democratic state of California. The odds of your victory are slim, almost nonexistent. The challenge lies in attracting voters to your campaign. This scenario is not hypothetical for Steve Hilton, a Republican candidate for California governor. He has drawn attention with a controversial ad featuring a make-believe lesbian couple, double entendre, and a soft-core porn vibe, capturing widespread notice with a tagline — “Now lick it” — that has sparked reactions.

Hilton’s ad attempts to persuade Californians to venture away from their usual voting patterns. The ad has been met with mixed reactions, described by one columnist as weird and lacking taste. Reactions from various individuals further emphasize the range of opinions; Daughter No. 1 remarked, “Stupid, infantilizing,” while Daughter No. 2 added, “Wtf is this fake woke AI ad? Ew.” Hilton clarified that the ad was not AI-generated and offered a partial apology to those offended. The disparaging comments continue with Mrs. Z., who questions Hilton’s judgment based on the ad’s content.

Turning to professionals, we sought the insight of Fred Davis, the creator of another infamous campaign spot, the Demon Sheep ad for Carly Fiorina’s 2010 Senate run. He commented on Hilton’s ad as “super attention-getting,” though he doubts it will sway many votes. Kevin Spillane, a Republican strategist, echoed similar sentiments. He appreciates Hilton’s unconventional approach but critiques the explicit sexual undertone of the “lick it” message.

Despite these reactions, Hilton is actively campaigning, proposing policies and speaking wherever he can. His efforts have not attracted as much attention as the controversial ad. Hilton also gained notice during a debate for referencing Xavier Becerra as a “bitch-ass,” launching a site criticizing Becerra’s record. This move, along with the provocative ad, suggests Hilton may be seeking publicity beyond a political office.

Perhaps Hilton might aim to revive his commentator role at Fox News, where his provocative style aligns well with the network’s approach. It appears Hilton should leave the advertising details to experts while continuing to push his political campaign.