The height of summer in the news cycle used to be known as the “silly season,” as UK editors called it – a time when newsrooms were lightly staffed and stories were more frivolous than substantial. These days, however, there’s no shortage of thought-provoking content, even in the entertainment and advertising industries.
In the coming days, we’ll feature standout articles from media whose editors and reporters sit on the EPICA jury (here among them is also Media Marketing). In them, you’ll read what the jury members think about topics like women and healthcare, Gen Z versus artificial intelligence, and the possibly uncertain future of case studies.
Oh – and ice cream. Some traditions must go on. Have a great month, and we’ll see you at the end of August with more hot news.
The first article in the series comes from UK-based platform The Drum. It’s dedicated to the now-viral ad from Astronomer.
Ryan Reynolds’s advertising agency, Maximum Effort, has claimed credit for the viral video that spread over the weekend.
It’s been nearly two weeks since Astronomer CEO Andy Byron appeared on the kiss cam, embracing Kristin Cabot, the company’s head of HR, at a Coldplay concert. In the fleeting moment, Byron tried to duck out of frame while Cabot spun around and covered her face.
From the stage, Coldplay frontman Chris Martin exclaimed: “Uh oh, what? Either they’re having an affair or they’re just very shy.” That now-viral moment has been watched millions of times around the world across various social media platforms.
With the tech company unexpectedly thrust into the spotlight and the two lovers resigning from their roles, managing the PR “crisis” was undoubtedly a challenge. Still, over the weekend, a video directly released by Astronomer emerged – featuring none other than Gwyneth Paltrow, Coldplay frontman’s ex-wife, as the company’s “temporary spokesperson.” In the short video, Paltrow humorously and directly responds to the “burning” questions about the company.
Ryan Reynolds’s agency Maximum Effort confirmed its involvement in a post on X (formerly Twitter) on Sunday, stating what many had already suspected:
“Thanks for the interest in Maximum Effort, @astronomerio! Now we’re going back to what we do best: movies with Hugh Jackman, Fastvertising, and football in Wrexham,” the post read. “We’re leaving data pipeline automation to Gwyneth and Astronomer.”
Pete DeJoy, Astronomer co-founder and new CEO, also thanked Maximum Effort in a LinkedIn post the same day. “I also want to thank the Maximum Effort team for the incredible work with our very temporary spokesperson,” he said. “As Gwyneth Paltrow put it – it’s time to get back to what we do best: delivering transformative outcomes for our customers. We’re looking forward to the next chapter in Astronomer’s journey.”
