Hilton Faces Backlash Over Provocative GOP Gubernatorial Ad

By the Editorial Team · Sunday, October 4, 2026

Republican gubernatorial candidate Steve Hilton released a provocative ad featuring two young women with an LGBTQ+ flag, urging voters to support him over Democrat Xavier Becerra, which has drawn sharp criticism from both Republicans and Democrats. The controversy highlights deep divisions within the GOP and raises questions about Hilton’s strategy to expand his appeal in a predominantly Democratic state.

A controversial campaign advertisement by Republican gubernatorial candidate Steve Hilton has sparked widespread backlash from within his own party while attracting millions of viewers online. The ad features two young women sitting on a bed with an LGBTQ+ flag in the background. One woman encourages the other to participate in the voting process by marking a ballot for Hilton rather than Democrat Xavier Becerra, the current front-runner in the race. The ad concludes with the instruction “Now lick it,” referring to the mail-in ballot envelope, an element that has drawn particular criticism.

The advertisement has been condemned by multiple figures within the Republican Party, including Michael Gates, the GOP candidate for attorney general and a frequent campaign ally of Hilton. Gates tweeted his strong disapproval of using young women in the ad, calling it an inappropriate political tactic. Sonja Shaw, a Republican candidate for state superintendent of schools, also criticized Hilton and the state GOP leadership for endorsing the ad, describing it as “creepy” and a reason why some voters are distancing themselves from the party. As of Saturday afternoon, the ad had been viewed nearly 5 million times.

Democrats echoed the condemnation as well. Congressman Robert Garcia, an openly gay Democrat from Long Beach, labeled the ad “bizarre and desperate” and cited Hilton’s past attacks on the LGBTQ+ community. State Democratic Party Chair Rusty Hicks similarly criticized the messaging. A spokesman for Becerra noted that the ad had caused visible tensions within Republican ranks and portrayed Hilton as willing to abandon his values for political gain.

Hilton defended the ad as a provocative and humorous attempt to engage voters frustrated with California’s current political landscape. He emphasized that many Californians seek change due to issues such as housing unaffordability, which they associate with Democratic dominance in statewide offices and the legislature. Hilton also clarified that his campaign positions on gender-affirming care and youth sports restrictions would apply only to minors, not adults.

Some conservative figures who were troubled by the ad’s messaging nonetheless remain supportive of Hilton’s candidacy. Pastor Jack Hibbs of Calvary Chapel Chino Hills criticized the ad for promoting lesbianism but stated he supports Hilton over Becerra. Meanwhile, LGBTQ Republican groups have yet to respond publicly; Hilton is scheduled to speak to a chapter of the Log Cabin Republicans, an LGBTQ organization, in Palm Desert.

Fred Karger, a Californian who was the first openly gay presidential candidate in 2012, described the ad as a shrewd yet hypocritical move, questioning its appeal to the intended demographic. Karger suggested that the target audience—young, hip, lesbian voters—has a low likelihood of supporting Hilton, making the ad a risky political gamble.

As the race continues, the ad stands as a flashpoint underscoring internal GOP divisions and the challenges Hilton faces as he attempts to broaden his base in a state where Democrats hold significant power.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.