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Yahoo
3 days ago
- Entertainment
- Yahoo
Ryan Reynolds' Maximum Effort ad agency turned Astronomer's viral moment into marketing gold
Ryan Reynolds' Maximum Effort production company was involved with the latest Astronomer video featuring Gwyneth Paltrow. The ad is being hailed as a master class in crisis PR. It comes days after the former CEO and former head of HR were seen embracing at a Coldplay concert. Astronomer might have gotten the last laugh following the viral moment that caught its former CEO and former head of HR in an embrace at a Coldplay concert. And it has, in some ways, Ryan Reynolds to thank for that. Late Friday, Astronomer released a video featuring Gwyneth Paltrow (who was formerly married to Coldplay lead singer Chris Martin), who was hired as a spokesperson on a 'very temporary basis.' In the humorous clip, Paltrow answers questions such as 'OMG, what the actual f' and 'How is your social media team holding…' by promoting the company's services and upcoming analytics event. If the tongue-in-cheek approach—from the phrasing of the questions to Paltrow's blithely chipper answers—seems to have a Ryan Reynolds tinge to it, that's because the ads were created by Reynolds' Maximum Effort production company. The company confirmed its participation in the ads on Sunday in a post on social media, writing, '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 Pa Astronomer.' Pete DeJoy, Astronomer's cofounder, who stepped in as CEO after Andy Byron's resignation following the kiss cam incident, thanked Maximum Effort in a LinkedIn post Sunday. '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.' Maximum Effort, founded in 2018, has made a name for itself with its irreverent video spots, some of which are ads, some of which are simply meant to amuse. It also coproduced the films Free Guy and Deadpool & Wolverine. The Paltrow video has been viewed more than 36 million times on X/Twitter alone, with more than 150,000 likes. It has another 534,000 views on YouTube to date. This story was originally featured on Solve the daily Crossword
Business Insider
3 days ago
- Business
- 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.
Business Insider
4 days ago
- Business
- Business Insider
Ryan Reynolds's 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 ̶ 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.
