Republican Steve Hilton’s Unconventional Campaign for California Governor

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Running as a Republican in California poses significant challenges. The state’s strong Democratic preference means catching voters’ attention is difficult. Steve Hilton, a Republican candidate for governor, has taken an unusual approach to make an impact.

Hilton released an ad featuring a controversial tagline, “Now lick it,” attempting to draw attention with suggestive content. While not offensive to everyone, the ad’s style was surprising and garnered widespread notice. Millions viewed the ad, though it did not create the same historical mark as famous slogans like, “The only thing we have to fear is fear itself.”

Critics, including a political columnist from the LA Times, found the execution of Hilton’s ad uncomfortable. The columnist shared reactions from younger viewers, highlighting a disconnect between Hilton’s strategy and his target audience. Despite the buzz, the ad might not shift political leanings among California’s predominantly Democratic voters.

“It’s just so strange and stupid. Why would he approve this ad?” – The columnist’s spouse commented on the ad’s peculiar execution.

Fred Davis, known for creating memorable ads, supported Hilton’s effort, describing it as captivating. Davis is famous for crafting the 2010 Demon Sheep ad for Carly Fiorina’s Senate campaign. However, Davis admitted that Hilton’s ad might not convert views into votes.

Kevin Spillane, a Republican strategist, commended Hilton’s attempt to try something different. However, he criticized the ad’s sexual undertone. Both Davis and Spillane acknowledged the challenge of enticing California’s voters to support a Republican candidate for state office.

Running a Hard Campaign

Hilton has worked hard to promote his gubernatorial campaign. He issued detailed policy proposals and engaged with various audiences and media outlets. Yet, the provocative “Just Try It, California” ad captured more publicity than his policy positions.

During a recent gubernatorial debate, Hilton went further by introducing a website targeting his Democratic opponent, Xavier Becerra. The site, using a derogatory nickname, criticizes Becerra’s past tenure in the Biden administration and as state attorney general.

Despite these aggressive strategies, Hilton’s tactics may not translate to votes. Some suggest his approach might be an attempt to regain a position as a commentator on Fox News, fitting with the network’s style of provocative commentary.