Astronomer is using its newfound viral fame and poking some fun at itself by hiring celebrity Gwyneth Paltrow as its “temporary spokesperson” following the Coldplay kiss cam scandal and the resignations of its CEO and head of HR.

Andy Byron, the chief executive of New York-based tech company Astronomer, has resigned from his role after he was spotted embracing an employee at a Coldplay concert, according to a LinkedIn post from the company on Saturday.

Rather than shying away from the controversy, Astronomer turned the narrative around with a bold and humorous PR campaign featuring Gwyneth Paltrow, the ex-wife of Coldplay frontman Chris Martin.