Following a major scandal involving its former CEO, tech firm Astronomer creatively turns PR tactics by featuring Gwyneth Paltrow in a light-hearted video aimed at redirecting public attention and interest towards its services.
Astronomer's PR Stunt with Gwyneth Paltrow Captivates Public Amid CEO Scandal
Astronomer's PR Stunt with Gwyneth Paltrow Captivates Public Amid CEO Scandal
Tech company Astronomer's tongue-in-cheek promotional video, featuring Gwyneth Paltrow, addresses viral backlash after the resignations of its CEO and chief people officer.
In a clever twist during a public relations crisis, US tech firm Astronomer has rolled out a humorous promotional video featuring actress Gwyneth Paltrow, aiming to shift the focus away from recent controversy surrounding its leadership. This attention-grabbing clip comes after the resignation of Astronomer’s CEO and chief people officer, who were caught on video sharing an intimate moment at a Coldplay concert, causing quite a stir online.
The 60-second video, shared on the company’s X account, showcases Paltrow—who was previously married to Coldplay lead singer Chris Martin—addressing some of the most common inquiries about the company since the scandal erupted. One viral question showcased on-screen asks, “OMG! What the actual f?”, to which Paltrow wittily responds, proclaiming Astronomer as “the best place to run Apache Airflow.” She acknowledges the newfound curiosity in data workflow automation, lightheartedly remarking on the company’s rise in visibility thanks to the controversy.
PR expert Jordan Greenaway praised the company’s strategy, pointing out that while people may remember the CEO's questionable behavior, the goal of the video is to redirect attention towards what Astronomer actually provides. He believes that this approach could prove beneficial as the public associates the brand with Paltrow and the humorous narrative rather than the scandal itself.
Comparing this strategy to previous PR mishaps, Greenaway remarked that humor can successfully bridge the gap created by a scandal, especially when it doesn’t directly undermine the quality of the product. He noted that Astronomer is effectively using comedy to address the mishap without trivializing the impact of the former CEO’s actions.
Despite this PR pivot, Greenaway highlighted the added challenge for the former CEO, Andy Byron, whose image may not escape the fallout unscathed. Byron was spotted on the big screen during the Coldplay concert on July 16 alongside Kristin Cabot, leading to their resignations shortly after.
A spike in interest around Astronomer’s services has been recorded, with some reports claiming website traffic increased by an impressive 15,000%. The company was founded in 2018 and offers services that allow businesses to optimize their use of artificial intelligence. Technological giants like Apple, Ford, and Uber have reportedly collaborated with Astronomer in the past.
In the aftermath of the incident, Pete DeJoy, Astronomer’s co-founder and chief product officer, has stepped in as interim CEO. Commenting on the viral attention, he expressed that while the circumstances leading to it were unfortunate, the incident has put Astronomer “on the map” in an unprecedented way.
The initial statement from the company confirmed a commitment to ethical conduct, announcing an investigation into the matter just days after the viral moment. It’s a case of unforeseen notoriety for a tech firm, now facing an exceptional opportunity to reshape its narrative amidst scandal through innovative PR efforts. Meanwhile, Coldplay’s tour continues, with their subsequent shows anticipated to maintain public intrigue.
