The campaigns exposed a strong division amongst voters, between those who essentially view ruling party candidate Lenin Moreno as continuing the socialist-inspired agenda that until recently was lead by President Rafael Correa, and those who view CREO party candidate Guillermo Lasso as representing strategic change more in line with conservative economic ideals. 
Kampeni hizi zimeibua mgawanyiko mkubwa baina ya wapiga kura, kati ya wale wanaomuona mgombea wa chama Tawala Lenin Moreno kama muendelezo wa ajenda ya siasa za ujamaa ambazo hadi karibuni zilikuwa zinaongozwa na Rais Rafael Correa, na hao wanaoona mgombea wa chama cha CREO Guillermo Lasso kama muwakilishi wa mikakati bora ya mabadiliko yakiambatana na uchumi wa kihafidhina.