Gwyneth Paltrow, Ryan Reynolds and a very risky bet: Astronomer’s wild PR play

Astronomer’s reaction to their recent crisis has been superb from day one. In a situation as difficult and unprecedented as theirs – where the chief executive and chief people officer were caught up in a very public scandal – how a company responds can define its future. Astronomer did everything by the tried-and-true crisis rulebook: moving fast, making tough decisions, and communicating firmly and clearly. It truly was a crash course in crisis management in real time.

What came next stands out, something totally outside the usual playbook. They ran a clever, humorous campaign that nobody could have predicted. Taking advantage of the overnight celebrity brought on by the unfortunate incident involving their ex-chief executive and ex-head of people, it was a stroke of genius. 

Rather than shying away from the story, they grasped the situation and turned it into something elegant and appropriate, with the perfect spokesperson – someone who was linked to the situation in a surprising but fitting way. Who could be better than the ex-wife of the Coldplay frontman Chris Martin, who played a key role in how the scandal broke?

A masterstroke of crisis PR

This campaign could have easily gone sideways. Humour in a crisis is a double-edged sword. Done wrong, it can be seen as insensitive or as capitalising on someone else’s downfall, which challenges the corporate responsibility toward those hurt by the incident. But Astronomer’s campaign was elegant, sharply scripted, and hit just the right tone – not too self-deprecating, not too flippant. It was humorous yet respectful, thanks to superb writing, clever production, and the perfect spokesperson. It was a masterstroke of crisis PR.

Now, here’s the thing – that’s not something I would generally say is a good idea in principle. You have to pull it off so well to make it work. Astronomer had unique advantages – vast financial resources, an A-list creative agency led by Ryan Reynolds’ digital media group, and the ability to pull together celebrities quickly. Ryan Reynolds himself is known for having a little black book that few can rival. That level of access and influence is rare.

For most companies, the odds of this kind of humorous ad working in the wake of a scandal are slim. Requiring incredible precision – you’d need the right script, the right tone, the right influencers, and impeccable execution from start to finish. If it goes wrong, it can seem callous and exploitative, causing real damage. So, while I applaud Astronomer’s team and their agency for pulling off what they did, I caution others to think very carefully before following suit.

What is also unique about this crisis is the way it morphed into a social media whirlwind of rumours and misinformation. Fake statements purportedly from the chief executive or his estranged spouse circulated widely, amplified by podcasts and social media chatter that blurred fact and fiction. Astronomer not only had to manage internal fallout but also control the narrative online amidst all the external noise.

Their campaign cleverly redirected the spotlight back to the company’s message, providing a controlled story to engage the social media-verse and drown out the noise. And make no mistake, what you saw was the result of huge behind-the-scenes work – writing, testing, rehearsing, and coordinating distribution to influencers and networks. Gwyneth Paltrow’s quirky, convention-defying brand made her a fitting choice, as seen in her past collaboration with Meghan Markle to dispel rivalry rumours. This wasn’t a slapdash reaction; it was carefully thought through and executed.

Humanising complex tech

Of course, we mustn’t lose sight of the seriousness beneath all this. This crisis affected real people, inside and outside the company. Astronomer’s clients rely on complex SLAs and multi-million-pound contracts, so it was critical to reassure stakeholders that the business was continuing as usual, if not improving after this shake-up. Leadership matters hugely in moments like this.

Ultimately, Astronomer’s bold pivot into humour and celebrity endorsement is not a universal formula for crisis management success. It took exceptional resources, perfect timing, and a touch of good fortune to land it so well. Most companies should lean on traditional crisis principles: speed, transparency, consistency, and respect for those affected. But, perhaps this campaign also opens the door to new ways of humanising and demystifying complex tech sectors through unconventional storytelling.

I’m genuinely curious to see whether Astronomer builds on this momentum to make talking about data automation and AI as engaging as this crisis campaign was. They might just stay in the public eye in a way few tech companies ever have. If they can keep blending careful PR with creative storytelling, the future looks promising.

So, while this is a fascinating case study, and the stars may have aligned for Astronomer, take it as an exceptional example – not a template for all. In this instance the risk was countered by flawless and surprisingly speedy execution and the gamble paid off. My advice is not to borrow from this playbook, rather, stand by and applaud as you marvel at their achievement and make a mental note that you won’t be doing the same!

Jacki Vause is an award-winning PR leader with more than 30 years in tech, gaming, and enterprise. CEO of Dimoso and co-founder of Global One Communications, Jacki is also a mentor, speaker, advocate for women in tech, and expert in PR strategy, crisis comms, and AI-driven media.

Further reading

A football fairytale: When Hollywood bought Wrexham AFC
Air India crash: what are the lessons for crisis communicators?
M&S’s viral dessert sandwich highlights the value of crisis comms in restoring consumer trust