Last week, a cryptic Instagram post from actress Bianca de Vera stirred online after she hinted at being hurt by someone close to her. Posted on Sept. 4, the message suggested disappointment and betrayal, making followers wonder what had happened and who she was referring to.
“Sometimes, the hardest part of friendship is realizing that the people you thought you could trust are the ones who end up breaking it,” she wrote.
The post also included a handwritten note that read, “It breaks my heart that the person I thought knew me best can do this to me. Pinagkatiwalaan kita. You are the last person I expected to be this careless.”
The post quickly spread across social media, where fans kept guessing what had really happened. Comment sections were filled with speculations, with some assuming it was about a friend while others thought it hinted at a deeper personal issue.
The story escalated when actor and fellow Pinoy Big Brother housemate Will Ashley left a reply defending his actions.
“Biancs, you know I did nothing wrong. I was just trying to help. If you need proof, you’ll see for yourself,” he wrote, fueling more questions about what really happened between them. “Anong Meron sa WillCa” made it to X’s trending topics. For two days, the supposed rift became a hot topic online.
On Sept. 6, all the speculations became clear when it was revealed that the feud was staged as part of Lazada’s campaign for its 9.9 Mega Brands Sale, with Will not guilty of cheating but guilty of overpaying.
The campaign ties directly to Lazada’s message of guilt-free shopping, with the 9.9 Mega Brands Sale offering some of the steepest discounts of the year. Running from Sept. 8 at 8:00 p.m. to Sept. 11, the sale includes up to 90 percent off branded items, vouchers worth as much as P2,000, and free shipping with no minimum spend.
“With our 100 percent authenticity guarantee, 2x money back, fast delivery, and free returns, customers can be confident that they’re getting authentic brands and the best possible value with no hesitation,” said Alvin Ching, head of seller operations at Lazada Philippines.
Will and Bianca extended the campaign on The Guilt-Free Test livestream on LazLive, ahead of the 9.9 sale, on Sept. 8 at 11:00 p.m. The duo answered playful questions in a “Guilt-Free or Not Guilt-Free” format, with viewers joining in for chances to win vouchers and access exclusive deals from brands like Huawei, 3M, OMNI, SOCONE, and MI Online Mall.
This year’s sale also spotlights AI Lazzie, Lazada’s AI-powered shopping assistant that helps users cut through thousands of products with personalized recommendations. By chatting with AI Lazzie, shoppers can unlock up to P100 in LazRewards daily.
“AI is helping us create a more personalized and rewarding shopping experience. From helping users find the right products faster to surfacing deals that truly match their needs, our goal is to let everyone shop guilt-free, knowing they’re getting quality and value every single time,” said Pauline Castro, head of user product operations at Lazada Philippines.
For Lazada, the campaign reflects its broader push to strengthen trust in e-commerce through LazMall, its flagship platform featuring an authenticity guarantee and dependable customer service.
