The Goop-entrepreneur movie star Gwyneth Paltrow has now become the face of a new advertisement for data workflow automation company Astronomer. The forty-three year old actress shot to fame with her 2003 marriage to Coldplay lead singer Chris Martin. She has come on board as a “temporary” spokesperson. This new step comes on the heels of an uproar over a recent kiss cam kerfuffle at a Coldplay show. The unfortunate incident continues to elicit strong sentiment and conversation on the web.
In a brief yet impactful video shared on Astronomer’s social media platforms, Paltrow addresses the company’s strengths while acknowledging the increased interest generated by recent events. She states, “Astronomer has gotten a lot of questions over the last few days, and they wanted me to answer the most common one.” Her ascendance is a further indicator of this strange synergy, a combination of celebrity maneuvering and perfect market timing.
What makes the timing of Paltrow’s high-profile advocacy especially interesting. She was married to Chris Martin of Coldplay from 2003 until their conscious uncoupling in 2016. The ad dropped at almost the exact moment that everyone in the country had their attention safely diverted by the Coldplay kiss cam saga. This enthusiasm has generated heightened interest in the band and its members’ private lives. Instead, some are interpreting Astronomer’s move to create jobs in hiring Gwyneth as a shrewd marketing ploy.
Ronke Lawal, a public relations expert, supports the ad’s approach. She described it as an “engaging strategic approach to respond to a PR crisis.” She pointed out that it really hits that sweet spot of social relevance without feeling too corny and cringe. They’re not the only ones in the industry to feel this way. Engadget editor Matt Brian pointed out the genius of tying that kiss cam video to Chris Martin’s ex-wife in the campaign. He described it as “marketing genius.”
Social media users have reacted positively to Paltrow’s appearance, too. Neville Lahiru remarked, “Getting Chris Martin’s ex-wife was a genius move lol,” reflecting the playful tone many have adopted when discussing the ad and its context.
