Ryan Reynolds' ad agency, Maximum Effort, was behind the Gwyneth Paltrow Astronomer ad
Ryan Reynolds' company, Maximum Effort, announced its involvement with a lighthearted X post on Sunday.
"Thank you for your interest in Maximum Effort, @astronomerio! We'll now get back to what we do best: motion pictures with Hugh Jackman, Fastvertising and Wrexham football," the post said. "We'll leave data workflow automation to Gwyneth P a Astronomer."
Thank you for your interest in Maximum Effort, @astronomerio! We'll now get back to what we do best: motion pictures with Hugh Jackman, Fastvertising and Wrexham football. We'll leave data workflow automation to ̶G̶w̶y̶n̶e̶t̶h̶ ̶P̶a̶ Astronomer. pic.twitter.com/ayeo65Y0KC
— Maximum Effort (@MaximumEffort) July 27, 2025
Reynolds launched Maximum Effort with his business partner, George Dewey, in 2018. The company makes ads, movies, and shows, often with an irreverent bent.
Astronomer's cofounder and new CEO, Pete DeJoy, thanked Maximum Effort in a LinkedIn post on Sunday after praising his staff.
"I'd also like to thank the team at Maximum Effort for their remarkable work with our very temporary spokesperson," DeJoy said. "As Gwyneth Paltrow said, now it's time for us to return to what we do best: delivering game-changing results for our customers. We look forward to what this next chapter holds for Astronomer."
Although Astronomer began July as a little-known tech company, it grew into a pop culture phenomenon after its now-former CEO, Andy Byron, attended a Coldplay concert with the company's now-former head of human resources, Kristin Cabot.
A "kiss cam" projected the pair embracing on a jumbotron during the concert. Cabot spun around and shielded her face, while Byron attempted to duck out of view.
"Uh oh, what? Either they're having an affair or they're just very shy," Coldplay front man Chris Martin said onstage.
A clip of the moment — now dubbed "Coldplaygate" — was shared widely on social media, where people cracked jokes and shared related memes. Companies and sports teams also got in on the fun. Following the flood of attention, Byron and Cabot resigned from their positions with the company.
Astronomer was left to pick up the remains of its public reputation.
That's when Paltrow entered the scene.
Paltrow, who was previously married to Martin, appeared as a "temporary" spokesperson for Astronomer in a one-minute video shared on social media. At the time of writing, the video has 149,000 likes and over 36 million views.
Instead of answering the internet's burning questions, Paltrow used the platform to promote Astronomer's products. "Thank you for your interest in Astronomer," Paltrow said at the video's end.
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Messi and his wife had a MUCH better time on infamous Coldplay 'kiss cam'
These days, getting caught on the Coldplay concert kiss cam isn't necessarily the best thing (that is, if you're allegedly hiding something). But when you're Lionel Messi, the world's best soccer player, and you're with your wife, it's not bad! In fact, you might get sung to by the band's Chris Martin! That's what happened on Sunday, with Messi and wife Antonela appearing on the kiss cam and getting these words from Martin: "Well Leo, my beautiful brother, you and your wife are looking so fine. Thanks for coming today, to see our band play. The number one sports person of all time!" It was all smiles and waves from Messi and Antonela. Everyone loved it. Suffice it to say, they had a MUCH better time than others have had on the Coldplay kiss cam. This comes days after Martin's ex-wife Gwyneth Paltrow appeared in a hilarious video for Astronomer that winked at the other viral moment that made headlines.
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Astronomer—the company whose CEO resigned after being caught on a kiss cam at a Coldplay rock concert embracing a woman who was not his wife —is trying to move on from the drama with someone who knows the band pretty well. Actress Gwyneth Paltrow, who was married to Coldplay's frontman Chris Martin for 13 years, announced Friday on X that she has been hired by Astronomer as a spokesperson. Astronomer, a tech company based in New York, found itself in an uncomfortable spotlight when two of its executives were caught on camera in an intimate embrace at a Coldplay concert—a moment that was then flashed on a giant screen in the stadium. CEO Andy Byron and human resource executive Kristin Cabot were caught by surprise when Martin asked the cameras to scan the crowd during a concert earlier this month. 'Either they're having an affair or they're just very shy,' Martin joked when the couple appeared on screen and quickly tried to hide their faces. In a short video, the Shakespeare in Love and Ironman star said she had been hired as a 'very temporary' spokesperson for Astronomer. 'Astronomer has gotten a lot of questions over the last few days and they wanted me to answer the most common ones,' Paltrow said, smiling and deftly avoiding mention of the kiss cam fuss. 'We've been thrilled that so many people have a newfound interest in data workflow automation,' she said. 'We will now be returning to what we do best—delivering game-changing results for our customers.' When footage from the kiss cam first spread online, it wasn't immediately clear who the couple were. Soon after the company identified the pair, and Byron resigned followed by Cabot. The video clip resulted in a steady stream of memes, parody videos, and screenshots of the pair's shocked faces filling social media feeds. Online streams of Coldplay's songs jumped 20% in the days after the video went viral, according to Luminate, an industry data and analytics company.
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Ryan Reynolds' ad agency, Maximum Effort, was behind the Gwyneth Paltrow Astronomer ad
Gwyneth Paltrow appeared in a viral ad for Astronomer, a tech company. Astronomer had earlier gone viral after its CEO and head of HR were filmed at a Coldplay concert. Ryan Reynolds' company Maximum Effort helped produce the promotional spot. Gwyneth Paltrow isn't the only big name attached to Astronomer's cheeky response to "Coldplaygate." Ryan Reynolds' company, Maximum Effort, announced its involvement with a lighthearted X post on Sunday. "Thank you for your interest in Maximum Effort, @astronomerio! We'll now get back to what we do best: motion pictures with Hugh Jackman, Fastvertising and Wrexham football," the post said. "We'll leave data workflow automation to Gwyneth Pa Astronomer." Reynolds launched Maximum Effort with his business partner, George Dewey, in 2018. The company makes ads, movies, and shows, often with an irreverent bent. Astronomer's cofounder and new CEO, Pete DeJoy, thanked Maximum Effort in a LinkedIn post on Sunday after praising his staff. "I'd also like to thank the team at Maximum Effort for their remarkable work with our very temporary spokesperson," DeJoy said. "As Gwyneth Paltrow said, now it's time for us to return to what we do best: delivering game-changing results for our customers. We look forward to what this next chapter holds for Astronomer." Though Astronomer began July as a little-known tech company, it grew into a pop culture phenomenon after its now former CEO, Andy Byron, attended a Coldplay concert with the company's now former head of human resources, Kristin Cabot. A "kiss cam" projected the pair embracing on a jumbotron during the concert. Cabot spun around and shielded her face, while Byron attempted to duck out of view. "Uh oh, what? Either they're having an affair or they're just very shy," Coldplay's front man, Chris Martin, said onstage. A clip of the moment — now dubbed "Coldplaygate" — was shared widely on social media, where people cracked jokes and shared related memes. Companies and sports teams also got in on the fun. Following the flood of attention, Byron and Cabot resigned from their positions with the company. Astronomer was left to pick up the remains of its public reputation. That's when Paltrow entered the scene. Paltrow, who was previously married to Martin, appeared as a "temporary" spokesperson for Astronomer in a one-minute video shared on social media. At the time of writing, the video has 149,000 likes and over 36 million views. Instead of answering the internet's burning questions, Paltrow used the platform to promote Astronomer's products. "Thank you for your interest in Astronomer," Paltrow said at the video's end. Representatives for Astronomer, Maximum Effort, and Paltrow didn't respond to a request for comment. Read the original article on Business Insider Solve the daily Crossword
