After enduring a week of online backlash for her appearance in a promotional video for 51 Park, a 51-story luxury residential complex in Herzliya, Israel, actress Gwyneth Paltrow has chosen to remain silent on social media and has not addressed the criticism publicly.
The 53-year-old Academy Award winner stars in a commercial released by developer Aviv by Melisron. In the advertisement, Paltrow narrates a daily routine and extols the virtues of parkside living. When asked by a driver if she is referring to New York, she responds, “Herzliya, Israel.”
The video, shared by the developer on YouTube and Instagram, gained widespread attention after being reposted, which triggered a strong public reaction. An Instagram post by satirical account Saint Hoax, criticizing Paltrow’s involvement in the ad, garnered hundreds of thousands of likes and sparked a wave of disapproval on social media. Commentators pointed to 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 platforms, her recent Instagram posts were flooded with Palestinian flags and “Free Palestine” messages by numerous commenters.
The backlash was further amplified by public figures like activist Alana Hadid, who criticized Paltrow’s ad as “tone-deaf.” Alana, the sister of models Bella and Gigi Hadid, who frequently expresses pro-Palestine sentiments online, shared the criticism on her Instagram Stories, labeling the campaign as “complicit.” Actress Geraldine Viswanathan and makeup influencer Matt Bernstein also voiced their disapproval on social media.
In contrast, Israeli author and influencer Hen Mazzig commended Paltrow for her decision to feature in the ad, emphasizing the simplicity of promoting an apartment complex in Herzliya. He defended Paltrow’s choice despite the risks associated with associating one’s name with Israel.
Paltrow received support from other celebrities as well, with actor Selma Blair expressing admiration for her actions. David Draiman, the lead singer of the band Disturbed, also defended Paltrow in an Instagram post, commending her for her involvement.
Paltrow is not the only high-profile personality to face scrutiny for business ties with Israeli ventures. Oscar winner Leonardo DiCaprio, for example, faced online criticism for his involvement in a luxury eco-hotel project near Tel Aviv and investment in an Israeli cultivated-meat company.
Several other celebrities, including Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire, have also been reported to support Israeli technology and business initiatives.
Requests for comments from representatives of Paltrow and Aviv by Melisron have not yet been responded to.