Joe Wilkinson and Joe Marlerhave rekindled their bromance in a tongue in cheek advert that playfully mirrors the modern beginnings of a new romance. Following their appearance on The Celebrity Traitorsthe pair are determined to keep their blossoming friendship alive with constant calls and texts, just like a modern couple.

The video ends on a familiar romantic trope, with the duo awkwardly performing the classic “no, you hang up first” routine. Speaking about the video, which was commissioned by Sky Mobile, Joe Wilkinson said: “We all joke about being glued to our phones, but it can be the best way to stay connected to the people we care about."

Talking about his friendship with the former Rugby player, Wilkinson said: “Even though Joe and I are both quite busy we do stay in touch a lot even if it’s just to try and arrange another game of padel – we’re middle aged, of course we play padel.”

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The campaign follows research from the mobile network provider revealing modern signs of love now include receiving a "just checking in" text, being sent a thoughtful meme, and sharing selfies.

The poll of 2,000 adults in relationships found 38% of Boomers see an unexpected phone call as a sign of affection, compared with just 16 and 17% of Gen Z and Millennials, who are typically more phone-shy.

Opinions were also divided on sending memes and videos, with 21% of Gen Z and Millennials believing it’s an affectionate gesture, versus just five% of Boomers.

Joe Marler added: “It’s actually quite romantic when you think about it. Calls, video calls, sharing data, knowing your loved one’s voice is only a tap away – you couldn’t wish for anything better really.”

The research also revealed on average, loved up couples video call 547 times a year, send 1,946 texts, and spend a total of eight days, 13 hours and 28 minutes on the phone with those closest to them.

Nearly nine in 10 (89%) respondents agreed mobile phones are more important than ever for staying connected to loved ones. While 49% admitted their phone has actively improved their relationship.

Two thirds (67%) of Gen Z respondents said their mobile phone has improved their relationships and connections, compared with just 33% of Boomers.

Further findings showed sending a “thinking of you” text (29%) beat handwritten letters (19%) and leaving romantic notes (19%) as the most meaningful signs of affection.

Many people even turn to their phones when they’re in the same place, with 56% admitting they’ve messaged a partner while in the same house. And 13% confessed to video calling a partner from the toilet, with Gen Z most likely to do so (24%).

Ben Case, managing director of connectivity at Sky, says “Almost half of Brits say their mobile phone has actively improved their relationships, so whether it’s friends, family or bromances, it’s clear that staying connected matters.”