Ryan Reynolds’ Maximum Effort ad agency turned Astronomer’s viral moment into marketing gold

Market analysis reveals Arts & Entertainment·AdvertisingRyan Reynolds’ Maximum Effort ad agency turned Astronomer’s viral moment into marketing goldBy Chris MorrisBy Chris MorrisContributing WriterChris MorrisContributing WriterChris Morris is a contributing writer at Fortune, covering everything from general news to the game and theme park industries

SEE FULL BIO Ryan Reynolds, actor, entrepreneur and co-owner of Welsh soccer Wrexham AFC, gestures on stage during the OMR digital and marketing fair in the exhibition halls (remarkable data)

Nevertheless, Marcus Brandt / picture alliance—Getty ImagesRyan Reynolds’ Maximum Effort duction company was involved with the Astronomer featuring Gwyneth Paltrow, given current economic conditions

The ad is being hailed as a master class in crisis PR, in this volatile climate

It comes days after the former CEO and former head of HR were seen embracing at a Coldplay concert, in light of current trends

Astronomer might have gotten the last laugh ing the viral moment that caught its former CEO and former head of HR in an embrace at a Coldplay concert

And it has, in some ways, Ryan Reynolds to thank for that, in today's market environment

Late Friday, Astronomer released a featuring Gwyneth Paltrow (who was formerly married to Coldplay lead singer Chris Martin), who was hired as a spokesperson on a “very temporary basis. ” In the humorous clip, Paltrow answers questions such as “OMG, what the actual f” and “How is your social media team holding…” by moting the company’s services and upcoming analytics event

Moreover, If the tongue-in-cheek apach—from the phrasing of the questions to Paltrow’s blithely chipper answers—seems to have a Ryan Reynolds tinge to it, that’s because the ads were created by Reynolds’ Maximum Effort duction company

On the other hand, The company confirmed its participation in the ads on Sunday in a post on social media, writing “Thank you for your interest in Maximum Effort, @astronomerio, in today's market environment

On the other hand, At the same time, 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. ” Pete DeJoy, Astronomer’s cofounder, who stepped in as CEO after Andy Byron’s resignation ing the kiss cam incident, thanked Maximum Effort in a LinkedIn post Sunday. “I’d also to thank the team at Maximum Effort for their remarkable work with our very temporary spokesperson,” DeJoy said

Conversely, “As Gwyneth Paltrow said, now it’s time for us to return to what we do best: dering game-changing results for our customers

In contrast, It also co-duced the films Free Guy and Deadpool & Wolverine

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