The technology company that was at the center of a scandal last week released a tongue-in-cheek response. It landed.

Over the weekend, Astronomer went viral (again), but this time, for a very different reason. In one of the most unexpected pivots in crisis communications this year, the brand tapped actress Gwyneth Paltrow as its temporary spokesperson,

We’ve been thrilled so many people have a newfound interest in data workflow automation,” says Gwyneth Paltrow, as Astronomer turns scandal into smart marketing.