Ryan Reynolds's ad agency, Maximum Effort, was behind the Gwyneth Paltrow Astronomer ad
Ryan Reynolds' company, Maximum Effort, announced its involvement with a lighthearted X post on Sunday.
"Thank you for your interest in Maximum Effort, @astronomerio! We'll now get back to what we do best: motion pictures with Hugh Jackman, Fastvertising and Wrexham football," the post said. "We'll leave data workflow automation to ̶ G̶w̶y̶n̶e̶t̶h̶ ̶P̶a̶ Astronomer.
Reynolds launched Maximum Effort with his business partner, George Dewey, in 2018. The company makes ads, movies, and shows, often with an irreverent bent.
Astronomer's cofounder and new CEO, Pete DeJoy, thanked Maximum Effort in a LinkedIn post on Sunday after praising his staff.
"I'd also like to thank the team at Maximum Effort for their remarkable work with our very temporary spokesperson," DeJoy said. "As Gwyneth Paltrow said, now it's time for us to return to what we do best: delivering game-changing results for our customers. We look forward to what this next chapter holds for Astronomer."
Although Astronomer began July as a little-known tech company, it grew into a pop culture phenomenon after its now-former CEO, Andy Byron, attended a Coldplay concert with the company's now-former head of human resources, Kristin Cabot.
A "kiss cam" projected the pair embracing on a jumbotron during the concert. Cabot spun around and shielded her face, while Byron attempted to duck out of view.
"Uh oh, what? Either they're having an affair or they're just very shy," Coldplay front man Chris Martin said onstage.
A clip of the moment — now dubbed "Coldplaygate" — was shared widely on social media, where people cracked jokes and shared related memes. Companies and sports teams also got in on the fun. Following the flood of attention, Byron and Cabot resigned from their positions with the company.
Astronomer was left to pick up the remains of its public reputation.
That's when Paltrow entered the scene.
Paltrow, who was previously married to Martin, appeared as a "temporary" spokesperson for Astronomer in a one-minute video shared on social media. At the time of writing, the video has 149,000 likes and over 36 million views.
Instead of answering the internet's burning questions, Paltrow used the platform to promote Astronomer's products. "Thank you for your interest in Astronomer," Paltrow said at the video's end.
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Business Insider
5 hours ago
- Business Insider
Ryan Reynolds' ad agency, Maximum Effort, was behind the Gwyneth Paltrow Astronomer ad
Gwyneth Paltrow isn't the only big name attached to Astronomer's cheeky response to " Coldplaygate." Ryan Reynolds' company, Maximum Effort, announced its involvement with a lighthearted X post on Sunday. "Thank you for your interest in Maximum Effort, @astronomerio! We'll now get back to what we do best: motion pictures with Hugh Jackman, Fastvertising and Wrexham football," the post said. "We'll leave data workflow automation to Gwyneth P a Astronomer." Thank you for your interest in Maximum Effort, @astronomerio! We'll now get back to what we do best: motion pictures with Hugh Jackman, Fastvertising and Wrexham football. We'll leave data workflow automation to ̶G̶w̶y̶n̶e̶t̶h̶ ̶P̶a̶ Astronomer. — Maximum Effort (@MaximumEffort) July 27, 2025 Reynolds launched Maximum Effort with his business partner, George Dewey, in 2018. The company makes ads, movies, and shows, often with an irreverent bent. Astronomer's cofounder and new CEO, Pete DeJoy, thanked Maximum Effort in a LinkedIn post on Sunday after praising his staff. "I'd also like to thank the team at Maximum Effort for their remarkable work with our very temporary spokesperson," DeJoy said. "As Gwyneth Paltrow said, now it's time for us to return to what we do best: delivering game-changing results for our customers. We look forward to what this next chapter holds for Astronomer." Although Astronomer began July as a little-known tech company, it grew into a pop culture phenomenon after its now-former CEO, Andy Byron, attended a Coldplay concert with the company's now-former head of human resources, Kristin Cabot. A "kiss cam" projected the pair embracing on a jumbotron during the concert. Cabot spun around and shielded her face, while Byron attempted to duck out of view. "Uh oh, what? Either they're having an affair or they're just very shy," Coldplay front man Chris Martin said onstage. A clip of the moment — now dubbed "Coldplaygate" — was shared widely on social media, where people cracked jokes and shared related memes. Companies and sports teams also got in on the fun. Following the flood of attention, Byron and Cabot resigned from their positions with the company. Astronomer was left to pick up the remains of its public reputation. That's when Paltrow entered the scene. Paltrow, who was previously married to Martin, appeared as a "temporary" spokesperson for Astronomer in a one-minute video shared on social media. At the time of writing, the video has 149,000 likes and over 36 million views. Instead of answering the internet's burning questions, Paltrow used the platform to promote Astronomer's products. "Thank you for your interest in Astronomer," Paltrow said at the video's end.
Yahoo
5 hours ago
- Yahoo
Gwyneth Paltrow is Astronomer's ‘temporary spokesperson' in new video
There's a lot of buzz around Astronomer, the data infrastructure company that skyrocketed into public attention after its executives - now former executives - gave us the viral Coldplay 'kiss cam' moment. With all this recent popularity, the business brought on some extra help, hiring a 'temporary spokesperson' with experience in Coldplay internet fame: Gwyneth Paltrow. Subscribe to The Post Most newsletter for the most important and interesting stories from The Washington Post. 'I've been hired on a very temporary basis to speak on behalf of the 300+ employees at Astronomer,' the actress said in the minute-long video posted to social media Friday. 'Astronomer has gotten a lot of questions over the last few days, and they wanted me to answer the most common ones.' The Goop chief executive happens to be the ex-wife of Coldplay lead singer Chris Martin and co-author of the original 'break-the-internet' breakup statement when the pair announced their 'conscious uncoupling' in 2014. If you're searching for answers to the company's real frequently-asked questions, you won't find them in the tongue-in-cheek clip. The questions 'OMG! What the actual f' and 'How is your social media team holding' get comically cut off by Paltrow as she explained the much less juicy details of Astronomer's business. 'We've been thrilled so many people have a newfound interest in data workflow automation,' Paltrow said. Astronomer's chief executive Andy Byron and human resources chief Kristin Cabot both resigned after they were filmed cuddling at a Coldplay concert in Boston earlier this month. They appeared on the arena video board in a 'kiss cam' segment before looking uncomfortable, with Cabot turning around and Byron ducking out of sight as Martin quipped from the stage that the two might be having an affair. Mark Borkowski, a British public relations and crisis consultant, described using Paltrow to front a video parodying the incident as 'utter genius' that shows the company has a sense of humor. 'It's a savvy use of media to create a viral moment,' he told The Washington Post in a phone interview Saturday. 'In a way you're laughing with everybody else.' Astronomer choosing Paltrow will not go unnoticed, Borkowski said. 'Astronomer is a meme now. Owning the ridiculous nature of how it became a meme is far better than apologizing for it.' A representative for Paltrow didn't immediately respond to a request for comment. As for how he advises clients caught in such situations, Borkowski said acting in a dignified way and 'using as few words as possible' is always the best approach. Paltrow's cameo is reminiscent of the scared Peloton wife discourse from 2019. After actress Monica Ruiz's worry-stricken expression in a Peloton holiday commercial became the butt of internet jokes, she laughed it off, later using her horrified face for an Aviation Gin ad. 'We will now be returning to what we do best: delivering game-changing results for our customers,' Paltrow closed out the ad. 'Thank you for your interest in Astronomer.' - - - Tatum Hunter contributed to this report. Related Content Hulk Hogan was a well-known Trump supporter. Their ties go back 40 years. Mendelson reaches deal with Commanders on RFK site amid growing pressure Amy Sherald cancels major Smithsonian show over 'censorship' Solve the daily Crossword
Yahoo
7 hours ago
- Yahoo
Coldplay Fan Addresses Posting Jumbotron Video of Astronomer Executives: ‘Play Stupid Games'
The Coldplay concertgoer who shared footage of Astronomer executives Andy Byron and Kristin Cabot on social media has no regrets about posting the now-viral moment online. 'I had no idea who the couple was. Just thought I caught an interesting reaction to the kiss cam and decided to post it,' a woman identified as Grace told The Sun on Friday, July 18. 'A part of me feels bad for turning these people's lives upside down, but, play stupid games … win stupid prizes.' After quoting Taylor Swift's 'Miss Americana & the Heartbreak Prince,' Grace added: 'I hope their partners can heal from this and get a second chance at the happiness they deserve with their future still in front of them. I hope, for them, my video was a blessing in disguise.' Grace and a handful of her friends attended Coldplay's Wednesday, July 16, concert in Boston. She filmed the band's 'Kiss Cam' segment, where a camera highlighted loved-up couples in the crowd, and shared it on social media. Stars React After Coldplay Jumbotron Seemingly Exposes Affair Between Astronomer Executives In Grace's clip, Byron and Cabot were spotted cuddling from their seats before they noticed all eyes were on them. In response, Byron swiftly ducked out of frame while Cabot turned around and buried her face in her hands. 'Whoa, look at these two. Alright, come on. You're OK,' Coldplay frontman Chris Martin quipped. 'Either they're having an affair or they're just very shy. I'm not quite sure what to do. Holy s***. I hope we didn't do something bad.' Neither Byron nor Cabot, who are reported to be married to other people, has addressed their relationship status. Us Weekly reached out for comment. As for Grace, she told The Sun that there was 'a lot of talk' about Byron and Cabot's identities inside Gillette Stadium. 'It was definitely a hot topic, but no one knew who they were,' Grace said. 'When I posted [my video] late last night before bed, it was picking up traction with a couple thousand views. I woke up to seven million. Now over 30 million. Overwhelmed to say the least.' Who Is Andy Byron? 5 Things to Know About Married CEO Caught on Kiss Cam at Coldplay Concert Byron and Cabot have worked together since 2024, when she joined Astronomer as its Chief People Officer. 'At Astronomer, our people are the most valuable asset in helping our customers do more to gain a competitive advantage with their data,' Byron, the CEO of the tech company, said in a November 2024 press release. 'Kristin's exceptional leadership and deep expertise in talent management, employee engagement and scaling people strategies will be critical as we continue our rapid trajectory. She is a proven leader at multiple growth-stage companies and her passion for fostering diverse, collaborative workplaces makes her a perfect fit for Astronomer.' Solve the daily Crossword
