This paper shows preliminary results of a research about the discursive representation and the imaginaries of the main political groups in Chile - the Nueva Mayoria and the Alianza-, from the analysis of isotopies in their TV ads for the ballotage of the 2013 presidential election. It is concluded that while Bachelet's campaign builds its speech from an isotopy of inclusion ("All with Michelle"), Matthei's does it from one of possibility ("It's possible"). These uses, backed by isotopies on government programs (rights vs. choice) and their profiles as women (care vs. authority) allow to recognize the traditional imaginaries of each sector: a statist center-left side, and a right side of neoliberal inspiration.