On 25/7, Astronomer garnered attention by announcing its collaboration with Coldplay frontman Chris Martin's ex-wife through an introductory video. In the video, Gwyneth Paltrow began by thanking everyone for their interest in the company and stated her brief role as representative for its over 300 employees.
According to Paltrow, the company has received numerous inquiries recently, prompting her to address the most frequent questions. Two questions, seemingly related to the recent scandal – "What's happening?" and "How is the communications team handling this?"– flashed briefly on the screen, overlaid with an intentionally glitching effect. Paltrow didn't answer them directly, instead focusing on the company's position, services, and promoting an upcoming event in September.
The video has accumulated over 4 million views and thousands of comments. Many users expressed their admiration for the company's approach, praising the marketing team's ability to capitalize on the moment. One user commented, "This is how you handle PR like a pro. Instead of damage control, you embraced the biggest viral moment of July, turned it into a joke, and created top-tier brand recognition".
Variety noted that hiring Gwyneth Paltrow at this juncture demonstrates the company's exploitation of current events. "To add to the drama, it seems Astronomer intentionally chose Paltrow – Chris Martin's ex-wife", the news outlet observed. The couple married in 2003 and divorced 13 years later. They remain amicable co-parents.
The announcement came a week after the "Kiss Cam" incident went viral. During a concert in Massachusetts on the evening of 16/7, the camera inadvertently captured CEO Andy Brody embracing HR director Kristin Cabot. Both quickly hid their faces and attempted to evade the camera.
An audience member recorded the entire incident and posted it on TikTok about a day later. The video gained notoriety after some individuals identified Byron and Cabot, alleging an affair. Shortly after, Astronomer announced an investigation into their relationship and placed both on leave. Both have since resigned.
Gwyneth Kate Paltrow, 53, is an American actress, singer, and musician. Throughout her career, she has won numerous awards, including an Oscar, an Emmy, and a Golden Globe. After divorcing Chris Martin in 2016, she married filmmaker Brad Falchuk and gradually withdrew from Hollywood. Her recent projects include Marvel films as Pepper Potts, Iron Man's wife, and Marty Supreme, slated for release this Christmas, co-starring Timothee Chalamet.
Phuong Thao (via Variety)
