In an unexpected corporate maneuver, data analytics company Astronomer has momentarily engaged Oscar-winning actress and Goop founder Gwyneth Paltrow as a spokesperson following a scandal involving its previous CEO and Chief People Officer that went viral.

The bizarre incident transpired when CEO Andy Byron and HR executive Kristin Cabot were caught kissing on a kiss cam at a Coldplay concert near Boston. Their efforts to avoid detection only intensified speculation, culminating in the acknowledgment of their affair and subsequent resignations.

Even Coldplay’s Chris Martin, Paltrow’s former husband, made a comment during the concert, joking, “Either they’re having an affair, or they’re just very shy.”

In reaction, Astronomer debuted a witty social media video featuring Paltrow alluding to the scandal in a roundabout way. In the footage, she states, “Astronomer has received numerous inquiries over the past few days, and they asked me to address the most prevalent ones,” as text on the screen begins to display: “OMG! What the actual f—.” The video then transitions to Paltrow confidently affirming, “Yes, Astronomer is the best platform to operate Apache Airflow. We’re excited that so many people have developed a renewed interest in data automation.”

This decision has been characterized as both self-aware and surreal, with some lauding it as a masterclass in crisis PR. One user on X noted, “This belongs in the crisis management hall of fame.”