The Internet nowadays abounds with rumors of John Lloyd Cruz backing out of a popular shampoo’s TV ad allegedly due to problems with the storyboard.

The TVC, which is currently airing, is for the shampoo brand Clear. It once again features heartthrob Piolo Pascual, ably supported by Dingdong Dantes and Jericho Rosales.

Cruz,  who has previously appeared in two commercials for the same shampoo brand—first with constant leading lady Bea Alonzo and second with both Alonzo and Pascual—is conspicuously absent in the latest ad.

A report insinuated that Rosales was a last-minute addition after Cruz balked at playing second fiddle to Pascual.

Netizens were quick to react to Cruz’s absence after the TV ad aired.

“Where is Lloydie? Sayang! It would have been much cooler to have John Lloyd Cruz in there,” blogged one.

“Bakit hindi umulit si John Lloyd sa Clear? Parang off si Jericho dun—di naman na siya sikat. And Dingdong—don’t get me started,” said another.

“Sana si Luis [Manzano na lang] and yeah, John Lloyd uli,” raved another. “Baka nag-inarte?! Doesn’t want to be a support for Piolo?”

A source—she refused to be identified—from the ad agency that created the TVC, refuted the gossip.

“Though John Lloyd was actually considered for the commercial, it wasn’t as if he was the only choice…there were others, too,” she said.

Was billing ever an issue?

She isn’t sure, the source said, but hinted that “things like that happen sometimes.”

In the end, the source said they could only be too happy with the results.

“We could only be happy with what Dingdong, Jericho and Piolo brought to the table. As for the rumors, well, the mileage these generate might just be good for the brand, too.”

The source disclosed that Dantes was picked for the commercial in lieu of his being named by E! Entertainment as one of today’s hottest hunks.

“He was already a shoo-in from the onset, I think,” said the source.

She, however, gave no background on the inclusion of Rosales.