Caught on Camera: Brands Rush to Piggyback
Global giants have jumped into the ring, grabbing the viral moment with their own cheeky spin and turning that awkward instant into a goldmine of marketing brilliance
Coldplay’s Boston concert has been making headlines for the past four days, and not for their enchanting melodies, but rather thanks to a scandal that’s gone viral.
In a twist of fate during the show’s kiss cam segment, Chris Martin, the band’s charismatic frontman, inadvertently exposed a secret romance between Andy Cohen, the CEO of the Astronomer app, and the company’s HR chief, Kristin Cabot.
The camera caught them in a cosy embrace, but just moments later, they ducked to conceal their faces, prompting Martin to quip that they were either bashful or entangled in a secret romance.
Mahishmati’s ‘CEO and HR’
In a delightful mashup of pop culture and desi wit, Team Baahubali couldn’t resist poking fun at the now-legendary “kiss cam” moment that went down during Coldplay’s concert in Massachusetts. Leaping onto the viral express, the social media squad for the Baahubali franchise shared a meme showcasing Prabhas and Anushka Shetty in their iconic roles as Baahubali and Devasena.
The meme read, “CEO and HR of Maaahishmathi,” complete with a hugs emoji, giving a playful twist to the Coldplay incident as if it unfolded in a fictional boardroom of Mahishmathi.Of course, the internet was absolutely ravenous for more. The post exploded in popularity in no time, giving rise to a flurry of fan-made memes and clever remarks. One user joked, “Just wait, Rajamatha might also remove the CEO from the palace!” What began as a little behind-the-scenes giggle has now erupted into a viral extravaganza, captivating not just the fans but everyone in sight.
Brands trendjacking
Global brands have now dived into the mix, seizing the moment to show off their creative marketing flair.
Ikea posted a simple but sharp trendjack: “HR approved.” The cheeky caption added, “Don’t get caught… without these! Drama-free cuddles guaranteed.”
Premium pen maker LAMY Global posted a snap of the duo with a clever caption to boot: “He doesn’t know yet but on Monday he’ll need a good pen to sign his divorce papers.”
GlobeAir posted the viral clip with a marketing twist, offering a “quickest escape” from Boston to Hawaii.
Frido, pillow and mattress brand, decided to sprinkle a little magic by photoshopping Andy Byron onto their cuddle pillow, complete with a cheeky caption: “Bro could've just used our Cuddle Pillow and avoided all that embarrassment.”
Elon Musk’s Tesla tweeted on X (formerly Twitter): “Posting a pic of you enjoying your loaner Tesla while your own one is in service is the equivalent of taking it to a Coldplay concert. Your car will know.”
‘Kiss Cam’ couple now in a video game
The dynamic duo has now sparked a throwback video game called Coldplay Canoodlers. Crafted by the ingenious Jonathan Mann, this point-and-click escapade invites players to step into the shoes of a camera operator on a quest to catch a glimpse of the now-iconic duo. “Score ten points each time you spot them,” Mann quipped on X.
In 2012, Prince William casually revealed this during a BBC chat while enjoying the Olympic atmosphere in London with his partner, Kate Middleton. “I was absolutely dreading they were going to come and show myself and my wife. That would have been very embarrassing,” he said.
Tricky situation
Last October, singer Olivia Rodrigo asked a pair in the audience at her Sydney, Australia concert, “Would you guys give us a kiss on the Shots Cam?” only to have the man yell back, “She’s my sister!”
