The high point of the 2026 election season, at least in California, is shaping up to be the ads. The Republican ads, that is, especially those run by Spencer Pratt and now, gubernatorial candidate Steve Hilton. This latest offering is particularly enjoyable; they say American men (not Democrats - men) think about ancient Rome several times a day - I know I do - and that's where this latest ad is set.
Are you not entertained? pic.twitter.com/Dxiah5ugS6
— Steve Hilton (@SteveHiltonx) July 24, 2026
Again, the themes are there: Everyday people, tossed into the arena with no aid, no weapons, no way to resist, being taunted by well-dressed Roman elites in the stands. Those elites, by the way, look remarkably familiar: One is the spitting image of Governor Gavin Newsom, another is the picture of the Democrats' contender, Xavier Becerra.
The normal folks fall to the Machine, one after the other. This is the full-blown, giant robot version of the Machine, complete with armor, giant iron fists, even flamethrowers.
Enter the hero: The armored and armed figure of Steve Hilton, with a helmet strangely reminiscent of one worn by Russel Crowe in the Ridley Scott film Gladiator. He shows shock and anger at the common people being treated so callously, and like a shot, he runs into the arena to take on the Machine and to save the common people from the abuse of the elites.
That's not a new metaphor for political ads. But we haven't seen it put quite this way before. And, I ask you: When was the last time you saw a political ad on X or YouTube that made you want to hit "Replay"?
Read More: This Is the Way: Watch CA Republican Steve Hilton's World-Class Campaign Ad
What Are They So Afraid Of? CA AG Bonta's Slippery Title Switch Tries to Kneecap Voter ID Measure
When I discussed this campaign's first such ad on Thursday, I wrote:
Boy, howdy, I can tell you, if you're a Republican running for office, any office, find out who is making these campaign ads and hire them. This is a great ad: Flashy, entertaining, with overtones of a people's hero contending against a massive, dystopian mechanical monster. It's inspiring, and it will fire people up.
That applies even more so now. This new ad, as noted, takes an old and common theme in political advertising: One man (or woman) standing between the monied elites and the regular folks. It's those votes they want, after all; there are a lot more regular folks than there are monied elites. But the Hilton folks are putting a whole new spin on it. It's fun. Soon, everyone will be doing it, but for now, Spencer Pratt and Steve Hilton are doing it first.
Oh, and the setting in this last one was great. I'm something of an amateur scholar of ancient Rome, but the republic and the empire (see my Nova Roma books), and yes, this ad takes it a little over the top. But that's what makes it work. That's what makes it great. Rome, especially the later Roman Empire, is pretty much a metaphor for decadent elites, after all, and that's who Steve Hilton is aiming at with this campaign.
That's why I'm saying, no matter how hard either side works in the race for governor of California, so far it looks like Steve Hilton is working smarter.
Editor’s Note: The 2026 Midterms will determine the fate of President Trump’s America First agenda. Republicans must maintain control of both chambers of Congress.
Help RedState continue to report on the Democrats’ radicalism and inform voters as our nation faces a crossroads. Join RedState VIP and use promo code FIGHT to receive 60% off your membership.
Join the conversation as a VIP Member