Daniel Noboa was nowhere to be seen. And, yet, he was everywhere.
On balconies. In the arms of various supporters. In the back of a truck. Cardboard cutouts of Mr. Noboa, Ecuador’s president, were ubiquitous at an election rally in a suburb of Quito, the capital, on Wednesday, as they are in many parts of the country.
They even appear in different outfits — a suit and presidential sash, a T-shirt and jeans, a tank top and gym shorts.
The posters are part of the president’s successful communication strategy ahead of Sunday’s election: short on specific policy proposals but strong on mastery of social media and viral trends to project an image of youth and vigor to Ecuador’s voters, the majority of whom are younger than 44.
Supporters and detractors alike have even taken to saying, “The cardboard is going to win.”
Mr. Noboa, 37, took office just 15 months ago, after his predecessor called for early elections amid the threat of impeachment over embezzlement accusations.