Republican Steve Hilton leans on cheeky ads, voter discontent in long-shot campaign for governor
In rural Modoc County, in California’s remote northeast corner, Republican gubernatorial candidate Steve Hilton donned a beige cowboy hat and climbed atop a horse.
Riding through a grassy field, with his dress shoes in the stirrups, Hilton lamented to a camera that California was “completely being ruined by killjoy bureaucrats” who put too many rules on fun stuff like beach fire pits and bars that stay open extra late.
In coastal San Luis Obispo County, Hilton boarded a bright yellow dune buggy at the Oceano Dunes State Vehicular Recreation Area and called the California Coastal Commission “idiots” for trying to end off-road beach driving.
And in the Central Valley, he waved the ceremonial green flag at a stock car race at the Madera Speedway, where he was named grand marshal of the annual Harvest Classic. (The designation caused a minor uproar, prompting the operator of the racetrack to make a fake online concession menu that offered a hot dog and soda for $6 for Republicans and $17.50 for Democrats.)
If it seems like Hilton — the British immigrant and former Fox News talk show host — is just about everywhere, taking just about every media interview that comes his way, well, that’s the point, he says.
He has logged thousands of miles on the proverbial campaign trail, visiting all 58 counties in his quest to lead the nation’s most populous state, where no Republican has been elected to statewide office in 20 years.
Meanwhile, his heavily favored — and far more staid — opponent, Democrat Xavier Becerra, has kept a comparatively low profile, agreeing to just one debate with Hilton and holding few public events, mostly in urban areas.
In a phone interview while driving through Los Angeles, Hilton said: “Whether I’m in Humboldt or Del Norte or Siskiyou County, my joke is, when people say, ‘Where do you live?’ I say I live in the Hampton Inn somewhere in California because we’re basically in a different place every night.”
The odds are against him.
Sure, California produced GOP presidents Richard Nixon and Ronald Reagan. But today, Democrats outnumber Republicans nearly 2 to 1 in the state, and the current White House occupant shares a mutual disdain with the vast majority of Golden State voters.
Hilton was endorsed during the primary by President Trump, who suggested at a campaign rally this month that Iran could “take out” Los Angeles and San Diego, drawing swift outrage from both Democrats and Republicans.
Hilton has tried to walk a fine line, appealing to the 6 million Californians who voted for the president in 2024 while simultaneously downplaying Trump’s support.
This summer, Hilton took out full-page ads in The Times and the San Francisco Chronicle asking: “Can you be anti-Trump and still vote for me?”
“Yes, I’m the Republican,” it said. “The ‘Fox News guy.’ Endorsed by Trump. But this election is not about who you hate in Washington. It’s about what you love here.”
Corrin Rankin, chairwoman of the California Republican Party, said that 16 years after the state’s last Republican governor, Arnold Schwarzenegger, left office, “it’s safe to say Democrats own all the problems in California.”
“You can’t blame Trump for what’s going on here in California,” she said. “We feel really good about Steve Hilton’s campaign. He is working so hard, up and down the state.”
Hilton has blasted California Democrats as entitled, saying they assume Becerra will cruise to victory in the race to replace termed-out Gov. Gavin Newsom simply because he has a “D” beside his name on the Nov. 3 ballot.
Hilton frequently quotes a September podcast interview by Los Angeles’ Democratic mayor, Karen Bass, who mocked his British accent and said: “The governor’s race right now is over. Our governor’s name is Xavier Becerra. You don’t need an election on Nov. 3. A Republican cannot win in this state.”
Hilton told The Times that Democrats “feel they don’t have to earn your vote. … They can deliver results that are bad as ever, and they don’t need to work hard to deliver results for people or earn their support. And I think it’s that attitude that is going to be their downfall.”
Steve Hilton has the support of 33% of likely California voters, according to a recent poll, while rival Xavier Becerra has 58%.
(Jason Armond / Los Angeles Times)
Becerra is a former member of Congress who represented Los Angeles, and he was the California attorney general and U.S. Health and Human Services secretary under President Biden. He has the backing of 58% of likely California voters, compared with 33% who support Hilton, according to a poll released late last month by the UC Berkeley Institute of Governmental Studies and co-sponsored by The Times.
The poll showed that voters’ top concern was reducing the state’s high cost of living — followed by fighting Trump administration policies.
Jonathan Underland, a spokesman for the Becerra campaign, said, “Trump has browbeaten his way into the California political discourse” with his mass deportation raids, his willingness to stonewall federal wildfire relief funds for political reasons, and his aggressive tariffs that many blame for driving up costs nationwide.
“Hilton is trying to win an election, so he tries to frame himself as someone who can appeal to the broader electorate,” Underland said. “But at the end of the day, he has the albatross around his neck, which is Trump, who is openly hostile to California.”
Hilton cuts a colorful and pugnacious figure on the campaign trail. He eschews ties and jackets, favoring T-shirts with punchy phrases like, “$ave With Steve” and “WAKE UP” superimposed on a California license plate — a reference to his proposal to eliminate the state’s Department of Motor Vehicles and slash vehicle registration fees, which would cut billions in state revenue.
He wears one bracelet with the name of slain right-wing activist Charlie Kirk, whom he called an “incredibly close friend.” Another reads, “Save Girls’ Sports,” calling back to this spring, when he traveled to the state high school track and field championship in Clovis to protest the participation of a transgender athlete.
Republican nominee Steve Hilton protests transgender athletes’ participation in girls’ sports during a May 29 news conference in Clovis, Calif.
(Tomas Ovalle / For The Times)
Hilton, 57, was born in London to parents who fled conflict in their native Hungary during the 1956 uprising against the Soviet-controlled communist government and later anglicized their surname, Hircsák, to Hilton.
He was a senior advisor to British Prime Minister David Cameron, a member of the Conservative Party, though the men’s once-close friendship never recovered from Brexit, Britain’s withdrawal from the European Union. Hilton supported it; Cameron did not.
Hilton earned a reputation as eccentric but savvy, pushing the Conservative Party to embrace same-sex marriage and more climate-friendly policies. Dubbed “the barefoot revolutionary” for his refusal to wear shoes, Hilton was satirized on the BBC political sitcom “The Thick of It” as Stewart Pearson, the Tories’ “eco-friendly, media-savvy, blue-sky-thinking” communications director.
He and his family moved to California in 2012 after his wife, Rachel Whetstone, was promoted to lead global communications at Google. For six years, he hosted “The Next Revolution,” a weekly Fox News show from which Trump regularly tweeted clips.
In 2015, the couple purchased their home in the Silicon Valley city of Atherton, one of the wealthiest ZIP Codes in the U.S., for $12.5 million, property records show.
Whetstone now leads communications for Sierra, an AI startup founded by OpenAI board Chairman Bret Taylor and Clay Bavor, who met while working at Google. Hilton and Whetstone’s 2024 tax returns show they had a combined household income of $7.5 million, which included his reported earnings of $250,000 from Fox News and her $6.7 million from her then-employer, Netflix.
Hilton became a U.S. citizen in 2021 and last year renounced his British citizenship.
He finished second in the June 2 primary behind Becerra. Under California’s top-two primary system, the first- and second-place finishers, regardless of party, advance to the general election.
The pack of Democratic candidates was so large that party leaders initially urged struggling candidates — including Becerra — to drop out to avoid splitting the vote. Becerra shot to the top of the polls when then-Rep. Eric Swalwell, a front-runner at the time, dropped out of the race after he was accused of sexual assault and misconduct.
Republicans coalesced around Hilton after the president endorsed him over his GOP rival, Riverside County Sheriff Chad Bianco, a staunch Trump supporter who later said the endorsement made Hilton unelectable.
Kim Nalder, director of the Project for an Informed Electorate at Sacramento State, said it is exceedingly difficult for Hilton to distance himself from Trump and the Fox News brand.
“If you had a different brand of Republican they might have a shot,” given the discontent in the state over myriad issues, she said. “But Trump is so politically radioactive in California right now that it is an effective technique to tie this particular candidate to him.”
The governor’s race comes as Californians are deeply frustrated by the state’s exorbitant housing costs, top-in-the-nation gasoline prices and high taxes, as well as its entrenched homelessness crisis.
California’s population growth is stagnant after years of pandemic-era losses, with immigration lagging amid the Trump administration’s crackdown and many residents leaving the state for more affordable parts of the country.
Greg Perrone, past president of the conservative Greater Bakersfield Republican Assembly, said he was impressed with Hilton’s policy knowledge and the amount of detail in his economic plans.
Steve Hilton, right, chats with Sir Richard Branson before a White House dinner with then-British Prime Minister Cameron and President Obama in 2012. Hilton was an advisor to Cameron.
(Susan Walsh / Associated Press)
“There’s a real concern that the current state of the economy is worse than people expected,” Perrone said. “A lot of people hung their hat on Donald Trump saying he was going to bring down prices, and that just has not happened. There’s a lot of angst.”
Perrone said he remains a Trump supporter, though he has been frustrated by the frenetic roll-out of tariffs that, he said, hurt many businesses. While he has been annoyed that Becerra, in his view, has focused more on the president than laying out his own detailed economic plans, he acknowledged that the strategy plays well in blue California.
Christopher Cole, former chairman of the Lassen County Republican Party, said that in his rural corner of the state, he has seen Trump banners that have hung since 2016 start to come down because people are angry about the Iran war, the high cost of fuel and the economy.
“When Trump stupidly endorsed Hilton, it was the kiss of death for any down-ticket Republican,” said Cole, whose county voted for Trump on 76% of the ballots in 2024, the highest percentage in the state, and was the only one to support Bianco in this year’s primary.
“Hilton is a carnival barker and a very wealthy man,” said Cole, who supported Bianco. “You can’t run a multimillionaire when people are struggling to put food on the table.”
Hilton has made a slew of campaign promises to lower the cost of living, including having no taxes on income below $150,000, lowering energy bills by slashing climate-friendly regulations imposed by Democrats, and having $3 gasoline (though governors cannot directly set the price at the pump, which is driven largely by global crude oil supply and demand).
He has tried to channel the state’s discontent into persuading voters to “try something different” by voting Republican.
During the gubernatorial race debate on CNN last month, Hilton quoted a former Biden domestic policy advisor who reportedly called Becerra a “bitch-ass,” and his campaign promptly launched a website, bitchassbecerra.com, outlining alleged failures of the politician known for his calm demeanor and decades of government experience.
“I think Hilton got dealt a bad card with Becerra making the runoff,” said Rob Stutzman, a Republican strategist who was Schwarzenegger’s spokesman. “It’s difficult to get anyone outraged about Becerra because he is perfectly boring. He worked for Joe Biden — maybe that upsets some people? — but you can’t associate him with any bizarre, woke policies like you could Kamala Harris or Gavin Newsom.”
Hilton’s campaign this month released a provocative, sexually suggestive ad titled “Just Try It!” in which two young women sit on a bed in a candlelit room. An LGBTQ+ pride flag hangs on the wall, and they’re seemingly talking through one’s first romantic encounter with another female.
In a recent poll, voters rated California’s high cost of living as their top concern, followed by fighting Trump administration policies. Above, people gather in North Hollywood to watch the Sept. 30 gubernatorial debate.
(Jason Armond / Los Angeles Times)
Wearing a T-shirt that says, “RESIST,” the anti-MAGA mantra, the first-timer nervously says: “I’ve just never done anything like this before. Like, what if my dad finds out?”
The other woman holds her hand as she fills out a ballot for Hilton then says, “Now lick it,” referring to the mail ballot envelope.
Some conservatives condemned the ad, saying it promoted lesbianism. Liberals criticized it, too, saying it was insensitive to the LGBTQ+ community.
The day the ad launched, he told The Times: “I think there’s a very strong sense that things aren’t working in California, and my argument is: ‘OK, let’s try something different.’”
Later, he said he never meant to offend anyone with the risqué ad, which did, after all, do its job in racking up millions of views online — coveted and invaluable publicity for a long-shot California Republican.
