After being criticized online for her involvement in a promotional video for a 51-story luxury residential development in Herzliya, Israel, Gwyneth Paltrow has refrained from addressing the public backlash on social media. The 53-year-old actress, known for her Oscar win, 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, rather than New York.
The video, initially posted by the developer on YouTube and Instagram, sparked widespread attention following reposts that garnered significant public reaction. A satirical Instagram post by the account Saint Hoax criticizing Paltrow’s participation in the ad received hundreds of thousands of likes and led to a wave of condemnation on various social media platforms. Commenters cited the conflict in Gaza and its humanitarian impact as reasons why Paltrow’s involvement was deemed inappropriate.
Despite not sharing the ad on her personal social media accounts, Paltrow faced backlash from commenters who posted Palestinian flags and “Free Palestine” messages on her recent Instagram posts. Several public figures joined in the criticism, with Alana Hadid, an activist and sibling to models Bella and Gigi Hadid, describing Paltrow’s ad as “tone-deaf.” Actor Geraldine Viswanathan expressed shock at the situation, while makeup influencer Matt Bernstein and others condemned Paltrow’s actions as greedy and incomprehensible.
Although there were detractors, some individuals, like Israeli author and influencer Hen Mazzig, commended Paltrow for her decision to participate in the ad, stating that associating with Israel has become a risky career move. Mazzig applauded Paltrow for her straightforward involvement in promoting an apartment complex in Herzliya. Actress Selma Blair and musician David Draiman also voiced their support for Paltrow in separate social media posts.
This incident is not isolated, as other high-profile celebrities, like Leonardo DiCaprio, have faced scrutiny for their business ties to Israeli ventures. DiCaprio, for instance, holds a minority stake in a planned eco-hotel at the Herzliya Marina and is involved with the Israeli cultivated-meat company Aleph Farms. Similarly, celebrities such as Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire have been linked to Israeli tech and business enterprises.
Requests for comments from representatives of Gwyneth Paltrow and Aviv by Melisron have not been immediately answered.