In a light-hearted new advertisement for Sky Mobile, celebrities Joe Wilkinson and Joe Marler showcase their off-screen friendship, which blossomed during their time on the reality show Celebrity Traitors. The advert humorously portrays the modern dynamics of friendship, with the two stars engaging in constant communication through phone calls and texts, reminiscent of a romantic relationship. This scenario illustrates how friendships can thrive in the digital age, despite the humorous undertones.

Wilkinson, reflecting on the ad, emphasizes the importance of staying connected with loved ones, even joking about society's reliance on smartphones. The comedic element of the ad culminates in a classic phone call trope where both men awkwardly insist on hanging up first, underscoring the relational humor that permeates the commercial. This playful banter not only captures the essence of their friendship but also resonates with contemporary experiences of maintaining relationships through technology.

The partnership between the two, encapsulated in this advertisement, serves to remind audiences of the often-overlooked importance of friendship in navigating the pressures of modern life. As both figures from different backgrounds come together, they highlight how bonds formed in shared experiences, such as their time on Celebrity Traitors, can lead to lasting relationships that adapt to the evolving nature of communication in today's world.