Daniel Noboa, who grew up accompanying his businessman father during the latter's five failed attempts to become president of Ecuador, is betting his employment-focused campaign can fulfill his family's ambition to clinch the presidency.
The 35-year-old Guayaquil native, heir to banana baron Alvaro Noboa's business empire, will face Luisa Gonzalez, the protégé of former President Rafael Correa, in the Sunday contest.
Gonzalez won an August first round with 34%, while Noboa came a surprising second with 23%. Polling points to a tight second-round contest.
The campaign was marked by violence and threats toward candidates, including the murder of anti-corruption hopeful Fernando Villavicencio, who was shot and killed leaving a rally.
Suspects jailed in the case were subsequently also killed.
"Ecuadoreans, thank you for having the courage to be part of this new project for life," Noboa said during a recent debate. "The future will win over the past, hope over hate."
Noboa has distanced himself from his father's populist rhetoric, opting instead to focus on proposals to attract foreign investment and develop Ecuador's business sector, which have been well received by investors.
Noboa has also promised job creation, particularly for young people, and spent significant time campaigning at universities. About a quarter of Ecuador's voters are 29 or younger.
Ecuador's economy has struggled to recover in the wake of the coronavirus pandemic, contributing to soaring crime - which outgoing President Guillermo Lasso blames on disputes between drug-trafficking gangs - and a sharp rise in emigration.
He would boost employment through investment in strategic sectors and vocational training for job hunters, Noboa has pledged.
"We want politics to be renovated and Noboa is prepared and youthful, you can tell he wants something different for the country," said Janeth Tayo, 46, a law office assistant in Sangolqui near Quito. "We trust him and his intentions."
Noboa resigned from a management position at his family's corporation to enter politics, winning a legislature seat in 2021.
He has also promised to create a new intelligence unit to tackle gangs, supply security forces with tactical weapons, and house the country's most dangerous convicts in prison ships out at sea.
Noboa, a married father of two, frequently appears in videos on social media dancing and singing or DJ-ing music at his political rallies.
"If things were good I'd be relaxed at home watching the sun go down with my dogs, instead of being in a political race," Noboa told local media in August. "My dream is to help the country."
