After receiving backlash online for her appearance in a promotional video for a 51-storey luxury residential development 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 was featured 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.
The video, which was initially posted on YouTube and Instagram by the developer, gained widespread attention after it sparked sharp public reactions following reposts. An Instagram post by the satirist account Saint Hoax criticizing Paltrow’s involvement in the ad garnered hundreds of thousands of likes and triggered a wave of disapproval on various social media platforms. Commenters pointed to the ongoing conflict in Gaza and its humanitarian implications as reasons why Paltrow’s participation was deemed inappropriate.
While Paltrow did not share the ad on her personal social media accounts, many users flooded her recent Instagram posts with Palestinian flags and “Free Palestine” messages. Numerous public figures joined in the criticism, with activist Alana Hadid, sister of models Bella and Gigi Hadid, denouncing Paltrow’s ad as “tone deaf.” Alana Hadid reshared criticisms on her Instagram Stories, emphasizing the campaign’s insensitivity and complicity. Additionally, makeup influencer Matt Bernstein and actor Geraldine Viswanathan expressed their disapproval of Paltrow’s involvement in the ad.
Conversely, some individuals defended Paltrow’s decision to participate in the ad. Israeli author and influencer Hen Mazzig praised Paltrow for her willingness to associate with Israel despite potential career risks. Mazzig commended Paltrow for simply endorsing an apartment complex in Herzliya, highlighting that it was not a politically charged statement. Actor Selma Blair and musician David Draiman also showed support for Paltrow in separate social media posts.
This incident involving Paltrow is not unique, as several high-profile celebrities, including Leonardo DiCaprio, have faced criticism for their business ties to Israeli companies or projects. DiCaprio, for example, has been reported to have a financial interest in a planned eco-hotel in Herzliya Marina and is an investor in the Israeli cultivated-meat company Aleph Farms. Other celebrities like Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire have also been linked to Israeli tech and business ventures.
Requests for comments from representatives of Paltrow and Aviv by Melisron went unanswered at the time of reporting.