After a week of online backlash for her appearance in a promotional video for the 51 Park luxury residential development in Herzliya, Israel, actress Gwyneth Paltrow has chosen to remain silent on social media and has not yet publicly addressed the criticism.
The 53-year-old Academy Award winner stars in a commercial released by developer Aviv by Melisron, where she narrates a morning routine and extols the virtues of park-side buildings. When asked if she is referring to New York, Paltrow responds with “Herzliya, Israel.”
The video, shared on YouTube and Instagram by the developer, gained significant attention following reposts that sparked strong public reaction. An Instagram post from satirist account Saint Hoax criticizing Paltrow’s involvement in the ad garnered hundreds of thousands of likes and fueled a wave of disapproval on social media. Commenters highlighted the ongoing conflict in Gaza and its humanitarian impact as reasons why Paltrow’s participation was deemed inappropriate.
While Paltrow did not share the ad on her own social media accounts, numerous commenters flooded her recent Instagram posts with Palestinian flags and “Free Palestine” messages.
Various public figures joined the criticism, with activist Alana Hadid labeling Paltrow’s ad as “tone deaf.” Hadid, sister of models Bella and Gigi Hadid, reshared critiques on her Instagram Stories, denouncing the campaign as insensitive and complicit. Actor Geraldine Viswanathan and makeup influencer Matt Bernstein also expressed their disapproval, with Bernstein condemning the ad as “greedy and depraved.”
On the other hand, Israeli author and influencer Hen Mazzig commended Paltrow for her decision to participate in the ad, stating that associating with Israel has become a career risk and praising Paltrow for her straightforward involvement in promoting an apartment complex in Herzliya.
In a similar show of support, actor Selma Blair and musician David Draiman praised Paltrow for her actions in response to the controversy.
The scrutiny faced by Paltrow over her involvement with Israeli projects is not unique, with other high-profile celebrities like Leonardo DiCaprio facing similar backlash for their business ties to Israeli ventures. DiCaprio, for instance, has been linked to investments in an eco-hotel at the Herzliya Marina and the Israeli cultivated-meat company Aleph Farms.
Notably, several other celebrities, including Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire, have also reportedly supported Israeli tech and business initiatives.
Requests for comments from Paltrow and Aviv by Melisron representatives have not been immediately answered.