Both Democrats and Republicans are using advertising tactics to target skeptics and encourage voters to cross party lines. These ads feature relatable characters offering testimonials and acknowledgments of the candidates' shortcomings to coax voters into voting against type. The goal is to create a 'permission structure' that allows voters to consider candidates outside of their usual party affiliation. These targeted appeals have become more prominent this year due to the challenges of reaching audiences in a divided and saturated political environment. The ads also highlight the tight race for president and the importance of winning over specific voter groups.