This heartbreaking cheating scandal is actually a Lazada 9.9 ad

A viral cheating scandal on TikTok has caught Singaporeans’ attention—though it was never real. The four-part series, which first appeared on an account called @sixthsensemagic, shows an anonymous woman uncovering her husband’s alleged affair.

The first video, released in late August, shows a WhatsApp conversation between the husband and another woman. He asks to visit her late at night, to which she jokingly responds about charging a “late night service fee”.

The conversation ends with plans to meet at 1 a.m. The video’s caption reads: “I’ve been keeping it in for too long but no girl deserves to go through this. Four years of marriage. For the last four years I supported him, even gave him a child, and this is just some of the things I find on his phone.” The couple had just celebrated their anniversary too.

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The second video shows screenshots of the husband’s alleged purchases, ranging from S$4,000 to nearly S$10,000. The items, women’s clothing and accessories, prompt the anonymous woman to question who they were really for, as she never received them.

The third video appears to show the woman at a HDB block, filming her husband meeting another woman and handing her a paper bag.

The fourth clip depicts a confrontation, with the woman shouting and the husband insisting the other woman is “just a friend”.

A few days later, Lazada Singapore revealed via its TikTok account that the series was a stunt promoting its "9.9 mega brands sale". The final confrontation was extended, showing the woman the husband was “cheating” with arriving at the scene with her own boyfriend and a trolley of cardboard boxes. The two clarify that the husband had been hiding items he bought on Lazada to avoid overpaying.

The clip ends with the cast encouraging viewers to check out Lazada and redeem vouchers of up to S$99.

The stunt coincided with Lazada’s four-day "9.9 mega brands sale", which ran from 8 September to 11 September. The campaign leaned on AI-powered features such as the LazzieChat Challenge, which lets shoppers interact with Lazada’s virtual assistant to get personalised product recommendations and rewards.

Shoppers could also catch time-sensitive brand offers, from POP MART collectibles to Paula’s Choice skincare, while the platform highlighted discounts across hundreds of brands. During previous sales, Lazada credited its AI tools for boosting order volume and GMV significantly, making smarter, more interactive shopping a key focus for the 9.9 campaign.

According to Lazada, the sale marked a record-breaking start to the year-end shopping season across Southeast Asia. Driven by brand-led momentum and AI innovations, Lazada saw consumers increasingly turn to the platform for authentic, high-quality products and more engaging shopping experiences.

MARKETING-INTERACTIVE has reached out to Lazada for more information. 

This isn’t Lazada’s first foray into “cheating” stunts. In 2024, the brand staged a dramatic wedding-day scenario that went viral on TikTok. The bride, Cheryl, appeared to confess she had “broken her vows,” creating a tense cliffhanger when a man called her name mid-confession.

The twist: the man was a Lazada delivery person, and Cheryl’s admission was actually about being “low-yal” to Lazada—a playful pun on “loyal”—tying into the 11.11 sale.

Lazada is also no stranger to out-of-the-box campaigns. Most recently, the eCommerce platform marked National Day in Singapore and Merdeka Day in Malaysia with a nostalgic-themed promotion, rolling back its prices to celebrate the occasions.

Before that, Lazada Singapore brought its 6.6 campaign to the streets with a playful twist, launching a “6.6 bingo game” as part of the "Lazada 6.6 super wow sale". In a series of Instagram videos, a man dressed head-to-toe in colourful plastic balls stands in front of a life-sized bingo board covered in numbers. In one clip, he invites a passerby to join the game, assuring her that everyone walks away with a prize.

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