There was a lot of buzz around the data infrastructure company’s astronomers, and it soared public attention after its executives, now former executives, gave us the “Kiss Cam” moment of the virus Coldplay.
With all this recent popularity, the business has brought some extra help, hired a “interim spokesperson” and had experience with Coldplay Internet Fame: Gwyneth Paltrow.
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“I was hired very temporarily to speak on behalf of more than 300 employees,” the actress said in a long video posted to social media on Friday. “Astronomers have had a lot of questions over the past few days and they want me to answer the most common questions.”
Goop CEO happens to be the ex-wife of Coldplay chief singer Chris Martin and co-author of the original “Break-The-Internet” breakup statement, when the two announced their “conscious uncoupling” in 2014.
If you are looking for answers about questions that companies really ask often, they won't be found in tongue clips. The questions “OMG! Actual F” and “How Your Social Media Team Hold” were ridiculously cut off by Paltrow as she explains the juicy details of the astronomer's business.
“We are delighted that there are many people who have developed a new interest in automation of data workflows,” Paltrow said.
Astronomer CEO Andy Byron and HR head Kristin Cabot both resigned after being filmed at a Coldplay concert in Boston earlier this month. They appeared on the arena video board in the “Kiss Cam” section and then looked uncomfortable, Cabot turned around and Byron pulled away when Martin shouted from the stage that the two might have had an affair.
Mark Borkowski, a UK-based public relations and crisis consultant, described the use of Paltrow in a video of a parody incident that showed the company a sense of humor.
“It's a smart media to create viral moments,” he told The Post Saturday. “In a sense, you're laughing with everyone else.”
Borkovsky said astronomers who chose Patro will not be ignored.
“Astronomers are now a meme. Having the ridiculous nature of how it becomes a meme is far better than apologizing.” Paltrow's representative did not immediately respond to a request for comment.
As for how he advises clients caught in this situation, Borkovsky said that acting in a dignified way, “few words as possible” is always the best way.
Paltrow's cameo is reminiscent of the words of the scared peloton wife in 2019. After actress Monica Ruiz's worrying expression in Peloton holiday ad became the butt of an internet joke, she laughed, and later laughed, later making jokes about Aviation Gin Ad with her horror face.
“We’re going to go back to what we do best now: delivering game-changing results for our customers,” Paltrow closed the ad. “Thank you for your interest in astronomers.”
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Tatum Hunter contributed to the report.
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