Ryan Reynolds’ Maximum Effort production company was involved with the latest Astronomer video featuring Gwyneth Paltrow. The ad is being hailed as a master class in crisis PR. It comes days after the former CEO and former head of HR were seen embracing at a Coldplay concert.

After Astronomer’s Coldplay kiss cam drama went viral, Ryan Reynolds' ad agency tapped Gwyneth Paltrow — Chris Martin’s ex — for a perfectly sarcastic response.

The Coldplay kiss cam drama has now also pulled in Ryan Reynolds’ company, Maximum Effort. With Gwyneth Paltrow having already made a surprise cameo as Astronomer’s “temporary spokesperson,” Reynolds’ involvement has only added buzz to the situation.