Ryan Reynolds’ production company Maximum Effort helped create a viral ad for Astronomer, featuring Gwyneth Paltrow, that is being hailed as a masterclass in crisis PR. The ad comes after former CEO and former head of HR were seen embracing at a Coldplay concert.
Astronomer released the video on Friday, showcasing Paltrow answering humorous questions about her new role as a spokesperson for the company. Maximum Effort’s involvement in the ad is evident, with its signature tongue-in-cheek style and humor. The ad was created to promote the company’s services and upcoming analytics event.
The viral moment that preceded the ad was Astronomer’s former CEO and head of HR being seen embracing at a Coldplay concert. However, it appears Ryan Reynolds’ Maximum Effort production company may have gotten the last laugh.
Astronomer confirmed its partnership with Maximum Effort on social media, writing “Thank you for your interest in Maximum Effort, @astronomerio! We’ll now get back to what we do best.” The post was followed by a thank-you message from Pete DeJoy, Astronomer’s cofounder and CEO.
Maximum Effort has gained recognition for its creative video spots and collaborations on films like Free Guy and Deadpool & Wolverine. The Paltrow ad has achieved over 36 million views on X/Twitter and 534,000 views on YouTube, cementing its place as a viral sensation.
Source: https://fortune.com/2025/07/28/ryan-reynolds-maximum-effort-ad-agency-astronomer-gwyneth-paltrow-viral-video