The former Astronomer CEO’s kiss cam moment went viral leading to not only a resignation, but a cultural spark, memes and what it means to be publicly shamed today.

Astronomer's ad with Gwyneth Paltrow poking fun at CEO Andy Byron's Coldplay concert drama "came together very quickly," a source says, and Paltrow "felt [it was] funny enough for her to do"

In the minute-long ad, the Coldplay lead singer’s ex-wife humorously cuts off questions about the cheating scandal — both Andy Byron and Kristin Cabot are reportedly married to other people — to answer questions about what the other 300 employees of the tech company do (for work, not at Coldplay concerts).

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.