Gwyneth Paltrow is Astronomer’s ‘temporary spokesperson’ in new video

Mark Borkowski, a British public relations and crisis consultant, described using Paltrow to front a video parodying the incident as “utter genius” that shows the company has a sense of humor.

 

“It’s a savvy use of media to create a viral moment,” he told The Washington Post in a phone interview Saturday. “In a way you’re laughing with everybody else.”

 

Astronomer choosing Paltrow will not go unnoticed, Borkowski said.

“Astronomer is a meme now. Owning the ridiculous nature of how it became a meme is far better than apologizing for it.” A representative for Paltrow didn’t immediately respond to a request for comment.

 

As for how he advises clients caught in such situations, Borkowski said acting in a dignified way and “using as few words as possible” is always the best approach.