Among the most memorable ads of the political season are a pair of 30-second spots with explicitly gendered themes featuring voiceovers from two of America’s most beloved movie stars. The ads each play on the idea of “permission structures,” the assumption that voters sometimes need to be given permission to vote for a candidate or party that is not popular with their social group.

During this election cycle, Democrats and Democratic-aligned groups seem finally to have figured out that they need to respond, in part by creating a special kind of permission structure for men to support them. Permission for men to vote for their values and conscience just might make a difference in what promises to be a very close election.