Joe Wilkinson and Joe Marler have reignited their close friendship in a humorous advertisement that humorously reflects the early stages of a romantic relationship. After appearing together on The Celebrity Traitors, the duo is committed to nurturing their growing bond through frequent calls and texts, similar to a modern romantic couple.

The advertisement concludes with a familiar romantic scenario, as the pair awkwardly engage in the classic “no, you hang up first” routine. Discussing the video, which was sponsored by Sky Mobile, Joe Wilkinson remarked, “We often jest about being attached to our phones, but they can be a vital means to stay connected with those we hold dear.”

Reflecting on his camaraderie with the ex-Rugby player, Wilkinson mentioned, “Despite our busy schedules, Joe and I make an effort to keep in touch, even if it’s just to plan another game of padel – after all, we’re middle-aged, so padel it is.”

This campaign aligns with research conducted by the mobile network provider, which reveals that contemporary expressions of love include receiving a “just checking in” message, sharing a thoughtful meme, and exchanging selfies.

A survey of 2,000 adults in relationships unveiled that 38% of Boomers perceive an unexpected phone call as an affectionate gesture, contrasted with only 16% and 17% of Gen Z and Millennials, who tend to be less inclined towards phone conversations.

Furthermore, opinions diverged on sending memes and videos, with 21% of Gen Z and Millennials viewing it as a loving act, in contrast to a mere 5% of Boomers.

Joe Marler added, “When you reflect on it, the modern methods of communication are quite romantic. Calls, video calls, data sharing, knowing your loved one is just a tap away – it’s truly a remarkable way to connect.”

The research also indicated that on average, couples in love engage in 547 video calls annually, exchange 1,946 texts, and collectively spend eight days, 13 hours, and 28 minutes conversing on the phone with their loved ones.

An overwhelming 89% of respondents agreed that mobile phones are now more crucial than ever for maintaining connections with loved ones, with 49% acknowledging that their phone has actively enhanced their relationships.

In terms of generational differences, two-thirds of Gen Z participants believed their mobile phones have positively impacted their relationships, in contrast to only 33% of Boomers.

Additionally, sending a “thinking of you” text (29%) surpassed handwritten letters (19%) and leaving romantic notes (19%) as the most significant displays of affection.

Interestingly, many individuals resort to their phones even when in close proximity, with 56% admitting to messaging their partner while in the same household. Moreover, 13% confessed to video calling their partner from the restroom, with Gen Z displaying a higher likelihood of doing so (24%).

Ben Case, the managing director of connectivity at Sky, emphasized, “Nearly half of Brits acknowledge that their mobile phone has actively enhanced their relationships, underscoring the importance of staying connected, whether with friends, family, or close friendships.”