Welcome to Email News: Steve Hilton ad, crude attack on Becerra break new ground

October 7, 2026 | View in browser

By Mark Z. Barabak

Columnist

Let’s pretend for a moment you’re a Republican running for governor in the blue, blue state of California.

Your prospect of winning is small. So small, you could peer through a microscope, blink and miss it. How, then do you draw voters to your candidacy and boost your chances?

Actually, let’s not pretend. A very real flesh-and-blood Republican, Steve Hilton, is running for California governor and if your idea for grabbing attention doesn’t involve a make-believe lesbian couple, double entendre and a soft-core porn vibe, you’re very clearly lacking in imagination.

Hilton ran an ad featuring just such elements, garnering coast-to-coast notice, millions of views and ensuring the tagline — “Now lick it” — while not as resonant as, say, “The only thing we have to fear is fear itself,” will forever live in political infamy.

What the spot tries to do, convince folks in this left-leaning redoubt to be venturesome and vote for Hilton, is not the least offensive, though your friendly political columnist, hardly a prude, found the execution a bit, well, icky.

Being a cis white male of a certain age, however, means perhaps we shouldn’t be the one to judge. We’re certainly not the target audience. So we turned to two of the youngish, hippest people we know, Daughters No. 1 & 2, who are both well-accomplished 30-somethings and truly upstanding citizens.

What follows is their spontaneous reaction.

Daughter No. 1: “Stupid, infantilizing.”

Daughter No. 2: “Wtf is this fake woke AI ad? Ew.”

(For the record, Hilton said the ad was not AI generated. He apologized, sort of, to those who took offense.)

We also asked the Fabulous Mrs Z. — who has impeccable judgment, notwithstanding all the years she’s stayed married to your friendly political columnist — for her response. “It’s just so strange and stupid,” she said. “Why would he approve this ad? It makes me question his judgment.”

What do the pros say?

Of course, that’s just four people — one of whom doesn’t even live in California — so it’s not much of a sample.

For more insight, we turned to some political professionals.

And who better to weigh in than Fred Davis, the madcap genius behind another infamous California campaign spot, the so-called Demon Sheep ad he concocted for Carly Fiorina’s 2010 U.S. Senate campaign. The Felliniesque production included lightning bolts, a Roman column and a man covered in sheepskin crawling on all fours and leering with a glowing red eye — the point being that Fiorina’s rival, Tom Campbell, was supposedly a profligate wolf in fiscal-conservative sheep clothing.

Strange, yes, but definitely more memorable than an accountant in green eyeshade laboring over the books.

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Anyway, Davis — who’s featured Paris Hilton, bad hair and a giant rat in a crown as part of his out-there oeuvre — loved the new Hilton campaign spot, calling it “super attention-getting, super interesting.” (Which is not the least surprising from a man whose chosen epitaph is, “If you don’t notice it, why bother?”)

“I think it’s a brilliantly done ad,” Davis said, “wonderfully written.” And, he added, “I can’t imagine it gaining him one vote.”

Which was sort of the point, no?

Kevin Spillane also appreciates Hilton’s effort, given his own Sisyphean struggles as a Republican strategist in California.

A screen grab of a woman with red hair and the words “Just Try It” and “Steve Hilton for Governor”

A screen grab from Steve Hilton’s “Just Try It” ad. Columnist Mark Z. Barabak found execution of the spot a bit, well, icky. (Steve Hilton for Governor)

“They’re doing something out there and on the edge. I don’t fault them for that,” said Spillane, who supports Hilton and has contributed to his campaign. “It’s a clever concept of trying to get people to do something that they’re not used to doing.”

Which is to say vote for a Republican for statewide office in California.

But Spillane, too, questioned the execution. “I actually was fine with the ad until they got to the ‘lick it’ line,” he said, insisting he is also no prude. “That’s just a little too explicitly sexual.”

Running, not advancing

To his credit, Hilton has been running hard for governor. Much harder than his Democratic rival and the prohibitive front-runner, Xavier Becerra. Hilton has issued an abundance of policy proposals and spoken before pretty much any group or microphone-wielding reporter or podcaster who’ll have him.

None of which has garnered Hilton anywhere near the publicity captured by his racy “Just Try It, California” ad.

Even before the spot aired, Hilton broke new ground during last week’s gubernatorial debate when he noted a former member of the Biden administration had referred to Becerra as a “bitch-ass” — apparently the first time that compound adjective had been used in such a high-falutin’ setting. Hilton shortly followed with a website, “Bitch-Ass” Becerra,” that outlines the alleged failures of the Democrat as President Biden’s Health secretary and during his time as California’s attorney general.

(For the record, Susan Rice, who used the epithet and was accused of creating an “abusive and dehumanizing workplace” as head of Biden’s Domestic Policy Council, responded by stating her support for Becerra’s gubernatorial candidacy.)

It’s hard to see Hilton’s name-calling winning him a great many votes, any more than his risque campaign commercial, but maybe that’s beside the point. Maybe, as my columnizing colleague Gustavo Arellano suggested in his debate review, Hilton is merely auditioning for a return to his old commentator position on Fox News.

Hilton’s edgy attitude and pugnacious put-downs would place him right at home among the network’s collection of trolls, provocateurs and Democrat-bashing gargoyles.

But Hilton should leave the advertising to someone else.