Steve Hilton, a candidate for Governor of California, has debuted "Just Try It, California," a six-figure television and digital advertising blitz. The campaign specifically targets Gen Z and Millennial voters through the use of AI-generated content and provocative themes.

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AI-generated imagery and a Pride flag define the "Just Try It" spot

The centerpiece of the new campaign features two AI-generated young women sharing a suggestive moment on a bed. according to the campaign's news release, the scene includes a Pride flag hanging in the background and one woman wearing a shirt emblazoned with the word "RESIST." The dialogue is intentionally provocative, with one woman telling the other, "Close your eyes, and I will do all the work," before the camera pans down to show Steve Hilton's name appearing on a California election ballot.

This use of artificial intelligence to create human characters marks a significant shift in political advertising. by utilizing AI to simulate a specific demographic, Hilton is attempting to bypass traditional media tropes to speak directly to the visual language of younger generations.

A six-figure gamble to penetrate California's blue electorae

With a budget reaching into the six figures, the "Just Try It,California" initiative is a calculated attempt to reach voters outside the traditional Republican base. As the report notes, California remains a predominantly blue state, leaving Hilton with the difficult task of appealing to independents and even Democrats. This strategy is reflected in his recent messaging, which emphasizes that voters do not need to adopt a specific party identity to demand better governance .

The campaign is positioning Hilton as a pragmatic alternative to the current administration. By targeting Gen Z and Millennials, the campaign is betting that economic frustration may eventually outweigh the culural divides that typically define California's political landscape.

Targeting the rising costs of gas, utilities, and housing

Hilton's platform centers on the tangible economic pressures facing Californians, specifically citing the rising costs of gas, utilities, housing, and schools. In a recent statement, Hilton argued that sixteen years of the same government has made it increasingly difficult for residents to afford a basic standard of living. He framed his candidacy as a simple experiment in cost reduction, telling voters, "Just try something that actually brings costs down."

This focus on "kitchen table" issues is designed to bridge the gap between his Republican affiliation and the more progressive leanings of the California electorate. By framing the election as a choice between the status quo and economic relief, Hilton is attempting to decouple fiscal policy from social identity.

Will the "RESIST" shirt alienate Hilton's Republican base?

The campaign has already sparked a range of reactions, from former Los Angeles mayoral candidate Spencer Pratt calling the ad "brilliannt" to concerns from commenters that the imagery might backfire. A central question remains: will the use of a Pride flag and "RESIST" branding drive away the core Republican voters Hilton needs to build a coalition? Additionally, it remains unverified whether the suggestive tone of the AI-generated dialogue will be perceived as a "brilliant twist" or if it will simply alienate the very Gen Z voters the campaign seeks to attract. The source also lacks a rebuttal from the Democratic contender, Xavier Becerra, regarding these tactics.