The news: Thanks to Gwyneth Paltrow, Ryan Reynolds, and a healthy dose of humor, data startup Astronomer transformed a corporate scandal that unexpectedly sent the company into viral fame into a masterclass in contemporary brand rehabilitation. Here are some lessons for marketers from one of the most improbable PR victories of 2025.

1. Own the story loudly once it's out of your control

Astronomer rushed toward the limelight rather than avoiding the Coldplay concert kiss-cam incident involving its CEO and head of HR. Paltrow, the ex-wife of Coldplay frontman Chris Martin, was hired by the company as a "very temporary spokesperson" for a satirical ad, capitalizing on the awkward situation. She turned controversy into self-aware charm with her deadpan delivery.

Lesson: Changing the tone can help you control the conversation when a story is too big to ignore.

2. Humor works—when there is no issue with your product

As PR expert Jordan Greenaway noted, humor only works in crisis response when the scandal stems from individual behavior rather than product flaws—a distinction that allowed Astronomer to defuse tension without harming its credibility. And US marketers clearly believe humor works: 40% of them use emotion and humor in their social and CTV ads.

Lesson: Satire is an endearing lever—assuming your core offering remains intact.

3. Celebrity, context, and speed all need to work together seals the deal

Paltrow brought levity and cultural clout, but her ties to Coldplay made the ad both unexpected and contextually perfect. The ad came together within days, capitalizing on public curiosity before the moment faded.

While 61% of PR professionals hesitate to outsource crisis comms, Astronomer’s hiring of Ryan Reynolds’ Maximum Effort shows that the right partner with cultural instincts and creative speed can make all the difference.

Lesson: Timeliness multiplies impact—but only when paired with the right voice for the moment.

4. Turn attention into understanding—and close the loop with accountability

Astronomer wasn’t a household name before the scandal, but it made the most of the moment by pairing humor with clarity around what it actually does—data workflow automation—and promoting its upcoming analytics conference. Crucially, the company also took swift internal action: Both implicated executives resigned, and interim CEO Pete DeJoy publicly reaffirmed Astronomer’s values. As PR expert Jordan Greenaway noted, distancing the brand from personal misconduct was essential to credibility.

Lesson: Viral moments only build value when paired with substance and swift accountability.

Our take: Astronomer turned an awkward moment into brand gold by acting fast, embracing humor, and leaning into the absurd. And that kind of response matters: 30% of US internet users say a brand’s crisis response plays a key role in determining whether its values align with their own.