After receiving online backlash for her appearance in a promotional video for a luxury residential development called 51 Park in Herzliya, Israel, actress Gwyneth Paltrow has chosen to stay silent on social media without publicly addressing the criticism. The 53-year-old Oscar winner featured in a commercial released by developer Aviv by Melisron, where she narrates a morning routine and extols the virtues of park-side buildings, specifically mentioning Herzliya, Israel, when asked about New York by a driver.
The promotional clip, initially shared by the developer on YouTube and Instagram, garnered increased attention following reposts that sparked a strong public reaction. An Instagram post criticizing Paltrow’s involvement in the ad by satirical account Saint Hoax gained significant traction, attracting hundreds of thousands of likes and leading to a wave of negative comments across social media platforms. Commenters highlighted the ongoing conflict in Gaza and its humanitarian impact as reasons why Paltrow’s association with the project was deemed inappropriate.
Although Paltrow did not share the ad on her personal social media accounts, numerous users flooded her recent Instagram posts with Palestinian flags and messages advocating for a “Free Palestine.”
Various public figures joined the chorus of disapproval. Alana Hadid, an activist and sibling of models Bella and Gigi Hadid, who often expresses pro-Palestine sentiments online, shared critiques on her Instagram Stories, labeling the campaign as “tone deaf” and “complicit.” Actor Geraldine Viswanathan reacted with an exasperated “Oh my god.”
Makeup influencer Matt Bernstein also expressed his disapproval of Paltrow’s involvement in the ad in a social media post, condemning what he described as “unfathomable levels of greed and depravity.” Fellow influencer Ian Lightfoot remarked, “This is one of the most dystopian things I’ve ever seen.”
In contrast, supporters of Paltrow defended her decision to participate in the promotional video. Israeli author and influencer Hen Mazzig commended Paltrow for her choice, stating that associating with Israel should not be a career risk and emphasizing that she simply endorsed an apartment complex in Herzliya where people reside.
Actor Selma Blair expressed her admiration for Paltrow in a comment on Mazzig’s post, saying, “Love her even more 🤍💙.” David Draiman, the lead singer of the heavy metal band Disturbed, also showed support for Paltrow in an Instagram post, commending her actions with a “I salute you.”
Gwyneth Paltrow is not the sole high-profile figure to face scrutiny for business dealings or partnerships involving Israeli ventures. Oscar winner Leonardo DiCaprio previously encountered online criticism for his reported financial stake in a luxury eco-hotel at the Herzliya Marina near Tel Aviv and his investment in the Israeli cultivated-meat company Aleph Farms.
Other celebrities, including actor Ashton Kutcher, rap mogul Jay-Z, tennis star Serena Williams, and actor Tobey Maguire, have also been linked to supporting Israeli tech and business initiatives.
Requests for comments from representatives of Paltrow and Aviv by Melisron have not been immediately answered.
