Caught on camera: 9 brands that shone bright in the Coldplay kiss cam frenzy

Over the weekend, the internet found a new obsession - an awkward “kiss cam” moment between Astronomer CEO Andy Byron and chief people officer Kristin Cabot at a Coldplay concert. 

It all started at Coldplay’s Foxborough show near Boston, when the couple were caught cuddling on the venue’s jumbotron. Instead of leaning in for the camera, the duo awkwardly pulled apart with Xabot turning around and Byron ducking. Coldplay frontman Chris Martin wasted no time, quipping from the stage: “Either they’re having an affair or they’re very shy.”

The clip has since racked up millions of views on TikTok, X and Instagram, sparking plenty of speculation and memes. Naturally, brands have also jumped in, riding the viral moment with their own cheeky spin and turning the awkward moment into marketing gold.

From HR memes to office culture puns, here are some of our favourite brand trendjacks inspired by the Coldplay kiss cam saga.

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1. Duolingo 

Duolingo’s mischievous green owl is no stranger to trendjacking — and Gen Z loves it. This time, the brand dropped a cheeky “tutorial” on how to play it cool when you’re caught on the big screen: wrestle, play a game, or just dance and enjoy the show. A Dutch lesson? Nope. This one’s a lesson in cheating.

2. Globe Air 

Private jet company Globe Air jumped in with a tongue-in-cheek “solution” for the couple of the hour, offering them a discreet escape from Boston to Hawaii for just €98,500. To add to the fun, Globe Air even tagged its own CEO in the post and paired the offer with Coldplay’s A Sky Full of Stars, the perfect soundtrack for a hasty getaway.

3. Hulu 

Hulu’s brilliant trendjack didn’t even need the actual Coldplay clip or a Coldplay song to jump on the buzz. Instead, the streaming giant tapped its own content, posting a snippet from Modern Family. In the clip, Phil is at a sporting game with his daughter, who deadpans, “Dad, mom saw you on TV. You’re dead.” It then cuts to Phil’s interview: “Here’s the thing — the kiss cam is only supposed to be for the enjoyment of the people at the game. They never show that on TV. What people do in the privacy of their own sports arena should be their own business.” The line lands perfectly, echoing the real-life statement Byron later released after the incident blew up.

4. IKEA Singapore 

IKEA Singapore was one of the quickest off the mark, posting a simple but sharp trendjack featuring two cuddling stuffed toys with the text: “HR approved.” The cheeky caption added, “Don’t get caught… without these! Drama-free cuddles guaranteed.”

5. KTM 

KTM Malaysia cleverly jumped on the viral Coldplay kiss cam moment by putting its own cheeky spin on it — this time inside its train cabins. The rail operator used the trending incident as a timely PSA, reminding commuters to mind their behaviour onboard and respect public spaces. In a now widely shared post, KTM warned that inappropriate acts on its trains could result in action under Malaysia’s Land Public Transport Act, complete with a clear message: keep the romance private and keep it classy while riding the rails.

6. Ministry of Defence Singapore 

With National Day around the corner, Singapore’s Ministry of Defence seized the viral moment to spotlight its upcoming parade and its iconic fighter jets with a witty twist. The ministry’s post cheekily captioned “This and your HR manager” likened the grand aerial display of the National Day Parade to the spectacle of a Coldplay concert, cleverly tying the viral kiss cam drama back to its own show of power and precision in true Singaporean fashion.

7. Nando's Australia

Down under, Nando’s Australia played off the alleged affair with a cheeky promotion, emailing customers to ask if they wanted a “little something on the side.” Diners simply had to use the promo code 'COLDPLAY' to get a free regular side with any main dish.

8. Protocol Agency 

Protocol, a creative agency built for the social media era, showed off its trendjacking skills by keeping it in-house. The agency's Instagram post featured two employees hugging on a couch, only to duck and hide their faces when their manager walks in. The caption read: "When the manager catches you on the 4th hour of your lunch break."

9. Uncle Roger

Malaysian content creator and fried rice connoisseur Uncle Roger (a.k.a. Nigel Ng) joined the trend with a humorous Instagram Story. He posted a doctored image of Byron and Cabot's kiss cam moment, replacing their faces with his own and Jamie Oliver's. This playful edit harked back to Uncle Roger's viral critique of Oliver's egg fried rice recipe, which catapulted the character to fame. In the original video, Uncle Roger humorously lambasted Oliver for using olive oil and chili jam in a dish he deemed sacred. The video resonated widely, leading to a series of comedic "Uncle Roger HATES..." reviews of various chefs' takes on Asian dishes. 

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