| Sumario: | The aim of this study is to demonstrate the importance of TV spots during electoral campaigns, which are used as professional strategies that can change the circumstances of candidates who are competing for citizens’ votes. In the Ecuadorian political context, particularly in the city of Cuenca, we analyzed five TV spots used by mayoral candidate Paul Granda during his first attempt to become mayor; this marked a change in electoral campaigns in Ecuador, from traditional to professional. The advertising used by Movimiento PAIS forced other political parties and candidates to radically change their strategy; this caused a strong impact in voters and demonstrated the consensus Ecuadorians had for President Rafael Correa in 2006. The study shows this change through Paul Granda’s campaign, the dependence of the movement and the contrasts of old and new tools in the development of professional campaigns that measure and plan impacts, perceptions and preferences.
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