After being criticized online for her involvement in a promotional video for the 51 Park luxury residential development in Herzliya, Israel, Gwyneth Paltrow has remained silent on social media and has not publicly addressed the backlash. The 53-year-old actress features in a commercial released by developer Aviv by Melisron, where she narrates a morning routine and extols the virtues of park-side buildings in Herzliya, Israel, rather than New York, as suggested by a driver in the ad. The video, initially posted by the developer on YouTube and Instagram, garnered significant attention following reposts that elicited strong public reactions.
A satirical Instagram post from the account Saint Hoax criticizing Paltrow’s participation in the ad gained hundreds of thousands of likes and sparked a wave of criticism on various social media platforms. Commenters expressed disapproval citing the ongoing conflict in Gaza and its humanitarian impact as reasons why Paltrow’s involvement was deemed inappropriate. While Paltrow did not share the ad on her own social accounts, many users flooded her recent Instagram posts with Palestinian flags and “Free Palestine” messages.
The backlash was further amplified by public figures such as activist Alana Hadid, who denounced Paltrow’s ad as “tone-deaf.” Alana Hadid, the sister of models Bella and Gigi Hadid, reshared criticisms on her Instagram Stories, labeling the campaign as “complicit.” Other celebrities like actor Geraldine Viswanathan and makeup influencer Matt Bernstein also condemned Paltrow’s participation, with Bernstein denouncing the ad as a display of “greed and depravity.” On the other hand, Israeli author and influencer Hen Mazzig commended Paltrow for her decision, emphasizing the importance of separating personal views from endorsing infrastructure projects like the one in Herzliya.
While some supporters defended Paltrow, including Israeli influencer Hen Mazzig and musician David Draiman, others like actress Selma Blair expressed admiration for her actions. The scrutiny faced by Paltrow is not unique, as other high-profile celebrities like Leonardo DiCaprio have also encountered backlash for their involvement in Israeli business ventures. DiCaprio, for instance, has been linked to a luxury eco-hotel project in Herzliya, as well as investments in Israeli companies like Aleph Farms. Additionally, celebrities such as Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire have also been reported to support various Israeli tech and business initiatives.
Requests for comments from representatives of Gwyneth Paltrow and Aviv by Melisron regarding the situation have not been immediately answered.