Ryan Reynolds’ Agency Creates Viral Gwyneth Paltrow Astronomer Ad

Astronomer faced a viral PR crisis after its former CEO Andy Byron and head of HR Kristin Cabot were caught in an awkward kiss-cam moment at a Coldplay concert, leading to their resignations and an internal investigation. To manage the fallout, Astronomer partnered with Ryan Reynolds' ad agency, Maximum Effort, which produced a tongue-in-cheek video featuring Gwyneth Paltrow as a "very temporary spokesperson," cleverly addressing the scandal with humor while promoting the company’s services. Maximum Effort, known for its irreverent and culture-jacking campaigns, publicly confirmed their involvement with a playful social media post, and Astronomer’s new CEO, Pete DeJoy, expressed gratitude for their work in helping the company pivot back to its core mission. The campaign, viewed millions of times, transformed a potential disaster into a viral marketing success, leveraging Paltrow’s star power and Reynolds’ creative direction. Reports suggest Paltrow was likely paid a substantial sum for her role, indicating Astronomer’s significant investment in this image rehab. Overall, the collaboration between Maximum Effort and Astronomer demonstrates how agile marketing and celebrity endorsements can turn controversy into an opportunity for brand redemption.