Just because Pete Davidson is parting ways with his signature tats, doesn’t mean he’s becoming a totally different person. 

In fact, the comedian is more ready than ever to embrace his boyfriend persona — at least according to his new ad campaign for Reformation.

Just in time for Valentine’s Day, the sustainable clothing brand has launched a new ad that sees Davidson playing the part of an ideal boyfriend by sitting in Reformation stores and telling his girlfriend how perfect she looks. 

“For the past few years, the one thing that’s given me a space to collect myself has been coming in here a couple times a week and being the ‘perfect boyfriend,'” Davidson narrates, while complimenting outfits from his seat in the store. “Yes, I’m someone’s boyfriend and I take that seriously.”

He then proceeds to embrace the role, bringing his partner coffee and delivering such important “perfect boyfriend” lines as “I really want to drive you to the airport” and “I wrote a letter about my feelings, maybe we can read it together.”

While his partner is trying on a new outfit in the dressing room, he hovers outside, desperate to please her. “I booked three places for dinner tonight,” he shares. “Or I could cook!”

Narrator Pete also interjects, offering advice to those also trying to achieve “perfect boyfriend” status: “It’s an accumulation of things: make her a hot water bottle when her tummy hurts. Put the seat down. Don’t tell her to relax or try to fix her. Say you’re sorry — or actually, most times, don’t say anything at all.”

Toward the end, he departs the store alone, with plans to return and play his part again next week.

“It’s honest work,” he concludes. “Somebody’s gotta do it.”

Want more movie news? Sign up for Entertainment Weekly‘s free newsletter to get the latest trailers, celebrity interviews, film reviews, and more.

Davidson taking a gig as Reformation’s in-store boyfriend is a fun nod to the fact that he has famously been one-half of many high-profile celebrity couples, with his past partners including Ariana Grande, Kim Kardashian, Emily Ratajkowski, Margaret Qualley, Phoebe Dynevor, and Kaia Gerber. The lighthearted jab at his reputation comes after the King of Staten Island star reflected on his complicated relationship to fame in December, expressing hope that his relationships and celebrity status would no longer overshadow his work.

“I just want to be known for doing good work,” Davidson said. “I want to be out there only when it’s a movie, stand-up, charity, or business ventures. That’s when I want to be seen. I don’t want to be this f—ing loser who just dates people. That’s not who I am.”

Photos from the Reformation campaign also see Davidson showing off his inkless skin, a transformation that he recently teased during a visit to Jimmy Fallon‘s late-night show.

Last month, the Saturday Night Live alum shared that he has been in the process of “burning off” most of the 200 tattoos he’s accumulated over the years. 

“They’re almost gone,” revealed Davidson, who described the removal process as “horrible.”

He explained, “They gotta burn off a layer of your skin, and then it has to heal for like six to eight weeks and you can’t get in the sunlight. Then you got to do it like 12 more times.”

The comedian added that two or three of the tattoos will remain, but for the most part, he wants a “clean slate.”