NEW YORK — US data firm Astronomer has released a tongue-in-cheek promotional video featuring Gwyneth Paltrow as its “temporary spokesperson,” in a bold PR move following the viral scandal involving its CEO and chief people officer, who were caught embracing on the big screen at a Coldplay concert.
In the 60-second clip posted to Astronomer’s X account, Paltrow — who was married to Coldplay frontman Chris Martin for over a decade — deadpans responses to what she calls “the most common questions” the company has recently faced.
The first question, displayed as “OMG! What the actual f,” is answered with a straight-faced endorsement: “Yes, Astronomer is the best place to run Apache Airflow.” She closes the segment by claiming the firm is “thrilled so many people have a newfound interest in data workflow automation.”
The lighthearted tone continues as another prompt asks how the social media team is holding up post-scandal.
Paltrow breezily responds by plugging Astronomer’s upcoming data conference, ending with a polite sign-off: “Thank you for your interest in Astronomer. We’re going back to doing what we do best.”
The clip has amassed over 27 million views, sparking discussion among PR experts and the tech community.
Jordan Greenaway, CEO of PR firm Profile, described it as a "clever video" that smartly redirects public attention from a scandal to brand awareness.
“Everyone saw the Coldplay video, but no one knew what Astronomer actually did,” Greenaway said. “Now, they do.”
Astronomer, which provides data orchestration services using Apache Airflow, saw a dramatic spike in visibility — reportedly up to 15,000% in website traffic — after former CEO Andy Byron and Chief People Officer Kristin Cabot were caught on camera embracing at a Coldplay concert on July 16. The moment was made even more awkward by frontman Chris Martin's reaction on stage: “Either they’re having an affair, or they’re just very shy.”
Byron and Cabot both resigned days later. While the company initially launched an internal investigation and reaffirmed its commitment to leadership accountability, the new video marks a shift in tone from damage control to strategic engagement.
“This scandal didn’t compromise the quality of their product,” said Greenaway. “They’re making fun of the situation, not the service. That gives them leeway.”
He contrasted Astronomer’s approach with past PR disasters where humor backfired — like Europe’s 2013 horsemeat scandal — arguing that in this case, the comedic response was calculated and relatively risk-free.
Interim CEO Pete DeJoy, also a co-founder and chief product officer, acknowledged the bizarre surge in attention. “While I would never have wished for it to happen like this, Astronomer is now a household name,” he wrote on LinkedIn.
Founded in 2018, Astronomer offers data pipeline solutions and has worked with major firms including Apple, Ford, and Uber. Though the company did not develop Apache Airflow, it offers services to help clients maximize the platform’s capabilities, particularly in artificial intelligence and machine learning integration.
As for Gwyneth Paltrow, her cameo adds another layer of irony — given her history with the band — and keeps the brand at the intersection of tech and pop culture.
Meanwhile, public interest in the scandal has remained squarely focused on former CEO Byron, not the company. “He and his reputation are a different matter,” said Greenaway. “This isn’t about him anymore, it’s about turning a viral moment into a brand-defining one.” — BBC
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