Gwyneth Paltrow becomes Astronomer’s surprise spokesperson after Coldplay kiss-cam scandal

Highlights:

• Astronomer, a US-based tech firm, faced scrutiny after a kiss-cam clip of its CEO and HR head went viral.
• Gwyneth Paltrow, Chris Martin’s ex-wife, was hired as a “very temporary” spokesperson.
• The cheeky video ignored the scandal while promoting Astronomer’s AI and data products.
• Netizens hailed it as “a PR masterclass,” though some said the move came a week too late.

After a viral Coldplay concert moment exposed an alleged office affair at tech startup Astronomer, the company has flipped the narrative, and the internet can’t stop talking. In a calculated PR move, Astronomer released a witty video starring Oscar-winning actor Gwyneth Paltrow as their “very temporary” spokesperson.

The kicker? Paltrow is the ex-wife of Coldplay’s frontman Chris Martin, the same man who commented on the now-notorious kiss-cam clip that sparked the scandal.

Astronomer hires Chris Martin’s ex-wife after viral CEO affair clipGetty Images

What was the Coldplay kiss-cam scandal involving Astronomer?

The now-viral moment took place on 16 July at Coldplay’s Boston concert. As the crowd enjoyed the show at Gillette Stadium, a kiss-cam panned to Astronomer CEO Andy Byron and the company’s HR head Kristin Cabot. The pair were seen intimately close, but their startled reaction and attempt to hide their faces immediately raised eyebrows.

Coldplay frontman Chris Martin quipped from the stage, “Either they’re having an affair or they’re just very shy.” Within hours, the footage flooded social media.

Both Byron and Cabot, who are reportedly married to other people, resigned from their roles days later.

Why did Astronomer bring in Gwyneth Paltrow?

On 25 July, Astronomer released a satirical video titled Thank You for Your Interest in Astronomer. The clip opens with Paltrow, poised, calm, and ironic, saying she’s been hired “on a very temporary basis to speak on behalf of the 300+ employees at Astronomer.”

She goes on to answer vague corporate FAQs about Astronomer’s products and upcoming data conference, while ignoring the elephant in the room. Each time a question about the scandal appears on screen (like “OMG! What the actual f—”), it’s abruptly cut off with Paltrow switching to a technical explanation about Astronomer’s software.

Paltrow’s involvement, given her connection to Chris Martin, wasn’t lost on viewers. One user wrote, “This belongs in the crisis PR hall of fame.”

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How has the public responded to Astronomer’s PR move?

Online reactions to the Gwyneth Paltrow ad were overwhelmingly positive. Social media users praised the tech company’s bold approach, calling it a “10/10 PR recovery” and a masterstroke in brand strategy.

“You got Chris Martin’s ex-wife??? Savage,” one post read.

“Instead of burying the scandal, they rode the wave and controlled the narrative. That’s how you do PR,” said another.

However, a few critics pointed out that the response came a bit late, missing the peak of the trend cycle. “A week earlier and this would’ve broken the internet,” one user commented.

Still, most agreed the tactic was smart, sharp, and refreshingly humorous for a tech firm under scrutiny.

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What’s next for Astronomer?

Interim CEO Pete DeJoy acknowledged the media frenzy as “unusual and surreal” for a data startup but said it had made Astronomer “a household name.” The company remains focused on its enterprise tools for managing Apache Airflow and is preparing for its “Beyond Analytics” conference this September.

Whether the publicity surge translates into long-term gains remains to be seen. But for now, Astronomer’s crisis response is being studied as a standout case in corporate damage control.