It began with a kiss at a Coldplay concert, and for a moment, it looked like it might end there.
In what could have been a reputational unravelling for US-based data platform Astronomer, a viral “kiss cam” clip showing its then CEO Andy Byron and head of human resources Kristin Cabot in a private embrace set social media alight earlier this month. The incident ultimately resulted in the resignation of both executives.
But Astronomer, instead of distancing itself from the episode, made a calculated pivot. Days after the fallout, it released a promotional video fronted by actor and entrepreneur Gwyneth Paltrow, crafted in partnership with Ryan Reynolds’ advertising agency Maximum Effort, a firm known for its irreverent, meme-savvy brand campaigns. The result, say industry watchers, is a rare example of a tech company using humour and restraint to turn a PR crisis into a brand-building moment.
Message in the medium
The Paltrow-led ad does not reference the incident explicitly. Instead, it positions the Oscar-winning actor as a “temporary spokesperson” addressing the company’s recent influx of attention. In a deadpan delivery, she responds to what she calls the “most common questions”, all relating, not to the controversy, but to Astronomer’s data orchestration tools.
By steering the conversation back to product, Astronomer attempts what few brands manage: a narrative reset.
“Creating a video clever enough, yet with just enough controversy, to spread online and capture mainstream media attention is generating millions of dollars of free, positive publicity for Astronomer,” Kristi Piehl, founder and CEO of Media Minefield, told Business Insider.
The video has been widely viewed across platforms and shared by industry professionals as an example of brand resilience.
“They chose not to make this a crisis,” Sam Amsterdam, founder of Amsterdam Group Public Relations, said in the same report. “This was a deliberate attempt at being pragmatic, at brand building, at brand defining.”
“The one‑minute spot cheekily acknowledges public scrutiny without explicitly addressing it, instead spotlighting Astronomer’s data‑workflow expertise and upcoming conference. With tongue firmly in cheek, Paltrow deflects attention and helps the startup control the narrative. Produced alongside Ryan Reynolds’ Maximum Effort, the ad transformed unwelcome attention into millions of views, redefining how a tech firm can flip scandal into memorable storytelling,” Yasin Hamidani, Director, Media Care Brand Solutions, told financialexpress.com.
Calculated irreverence
Astronomer’s decision to work with Maximum Effort is a notable shift from the conservative communications playbook typically followed by enterprise technology firms. Founded by actor Ryan Reynolds in 2018, the agency has produced viral content for Match.com, Mint Mobile, and the NAACP, often blending irony with cultural commentary.
That same tone is evident in the Astronomer ad. By casting Paltrow, notably, the ex-wife of Coldplay frontman Chris Martin, the firm offers a subtle nod to the incident without crossing into self-parody. The creative restraint, say PR analysts, makes the campaign effective.
“There is an intelligence in how this was handled,” Ryan McCormick, co-founder of Goldman McCormick PR, said. “It’s not defensive. It’s not noisy. It just quietly reframes the moment — and that’s what people will remember.”
Crisis management: Defending the indefensible
Crisis marketing, the art of brand-building in the face of reputational turbulence, is no longer reactive damage control. Increasingly, brands are adopting a proactive stance, using moments of scrutiny or backlash as an opportunity to restate values, assert identity, and connect with consumers more deeply. Several global companies have demonstrated how strategic communication and authenticity can help turn public pressure into commercial momentum.
In 2024, California Pizza Kitchen (CPK) turned a viral TikTok complaint about a missing mac in a mac and cheese order into a moment of cultural relevance. Instead of issuing a standard apology, the brand responded on TikTok itself with humour, relatability, and a chef-driven response that not only won over critics but also reignited interest in the brand.
KFC similarly leaned into its values when, in 2018, it suffered a chicken shortage across the UK, a crisis for any quick-service chain. The brand’s cheeky “FCK” bucket print ad, paired with real-time updates and clear communication, transformed outrage into admiration.
Then there are campaigns where brands embrace controversy intentionally. Nike’s 2018 decision to feature Colin Kaepernick in its “Just Do It” anniversary campaign prompted boycotts and political backlash, but it also sparked a 31% surge in sales and cemented Nike’s cultural currency among young consumers.
Procter & Gamble’s response to the viral Tide Pod Challenge was another textbook case: the brand used platform-native humour (via Rob Gronkowski) and amplified safety messaging across digital touchpoints, instead of reacting with alarm.
These examples underline a clear pattern: brands that acknowledge fault, act swiftly, and engage with honesty tend to fare better than those that retreat into silence or spin. The core lesson for marketers is that a crisis is not always a threat to brand equity; it can, if addressed with conviction and strategic creativity, be an accelerator of relevance. As seen in Astronomer’s case, where the company used humour, celebrity, and cultural awareness to regain control of its narrative, the goal is not to erase the moment but to reframe it. In an always-on media environment, how a brand responds often matters more than what caused the crisis to begin with.
“I think it’s being received well because it leans into the absurdity with self-awareness, without trying too hard. It turns a viral scandal into a brand narrative, but with restraint and elegance. As a marketing case study, it shows how timing, tone and talent can convert internet chaos into top-of-mind recall. For brands, it’s a reminder that agility works best when it’s aligned with a core identity, not just with headlines,” Ambika Sharma, Founder and Chief Strategist, Pulp Strategy, noted. The key was not just reacting fast, but doing it with relevance, she concluded