In an unexpected PR move, data automation company Astronomer has hired Gwyneth Paltrow as a “very temporary spokesperson” following a public scandal that forced the resignation of its CEO and head of HR. The decision comes after a kiss cam incident at a Coldplay concert went viral, sparking widespread media attention and online mockery.
The company unveiled Paltrow’s appointment in a tongue-in-cheek promotional video posted on Friday night. Dressed in a shirt, the Oscar-winning actress and entrepreneur addressed viewers directly: “Thank you for your interest in Astronomer. Hi, I’m Gwyneth Paltrow. I’ve been hired on a very temporary basis to speak on behalf of the 300-plus employees at Astronomer,” she said, in a calm and poised tone.
Paltrow continued by acknowledging the surge in public attention: “Astronomer has gotten a lot of questions over the last few days,” she said, before deftly pivoting to the company’s core offering. “And they wanted me to answer the most common ones. Yes, Astronomer is the best place to run Apache Airflow,” she said, as a line of on-screen text dramatically read: “OMG what the actual f.”
She then added: “Unifying the experience of running data, ML and AI pipelines at scale. We’ve been thrilled so many people have a newfound interest in data automation. As for the other questions we’ve received — yes! There’s still room available at our Beyond Analytics event in September.”
Ending on a composed note, Paltrow stated: “We will now be returning to what we do best, delivering game-changing results for our customers. Thank you for your interest in Astronomer.”
The video was posted just days after Astronomer became the centre of a viral controversy. Its CEO, Andy Byron, and Head of HR, Kristin Cabot, both resigned following their appearance on the kiss cam at a Coldplay concert in Boston — an awkward moment that suggested a romantic link between the two married executives. The footage rapidly spread across social media, prompting memes, commentary, and even parodies on late-night talk shows.
In a move many considered a masterstroke, Astronomer tapped Gwyneth Paltrow — who was married to Coldplay frontman Chris Martin for over a decade — to represent the company in the wake of the scandal.
Online reaction to the promotional video was overwhelmingly positive. One user posted: “You hired the Coldplay singer’s ex-wife. Extraordinary.”
Another commented: “Guys, this is a PR masterclass. You take the most viral moment of July 2025 and, instead of disaster control, make light of the situation and create the ultimate brand awareness. Bravo.”
Another wrote: “Hiring the ex-wife of the lead Coldplay singer to deliver this message is absolutely savage. Oh my goodness.”
One user described the stunt as: “A masterclass in turning a crazy situation into the right form of attention while providing everyone a laugh. Well done.”
The pairing of Paltrow with Astronomer appeared to be a highly calculated move — one that did not go unnoticed. As the ex-wife of Coldplay’s lead singer, her presence added a layer of irony and entertainment that resonated widely.
Gwyneth Paltrow and Chris Martin were married for over ten years before publicly “consciously uncoupling” in 2014. Despite their separation, the two have maintained a close friendship. In a 2019 interview with People, Paltrow said:
“I think Chris and I were meant to be together and have our kids. But our relationship is much better like this: friends and co-parents and family.”
She remarried TV writer and producer Brad Falchuk in 2018. In a modern twist on blended family life, Paltrow said Chris Martin even joined them on their “big family honeymoon” that year.
“My new husband and his children, my children, my ex-husband,” she told People. “It was a very modern honeymoon.”
Despite the viral chaos, Astronomer made it clear that it is focused on its core mission. The video managed to deflect attention from internal drama and redirect it toward their AI and data automation tools.
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