After enduring a week of online backlash for her appearance in a promotional video for a 51-storey luxury residential development in Herzliya, Israel, actress Gwyneth Paltrow has maintained a low profile on social media and has not publicly addressed the criticism. The 53-year-old Academy Award winner is featured in the advertisement released by developer Aviv by Melisron, where she narrates a morning routine and extols the virtues of park-side buildings, specifically in Herzliya, Israel.
The promotional video, shared by the developer on YouTube and Instagram, garnered significant attention following reposts that sparked strong public reactions. An Instagram post from satirist account Saint Hoax, criticizing Paltrow’s involvement in the ad, amassed 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 impact as reasons why Paltrow’s participation was deemed inappropriate.
Despite not sharing the ad on her personal social media accounts, Paltrow faced criticism from numerous users who flooded her recent Instagram posts with Palestinian flags and “Free Palestine” messages. Public figures such as activist Alana Hadid, sister of models Bella and Gigi Hadid, and actor Geraldine Viswanathan expressed their disapproval of Paltrow’s involvement, with Hadid labeling the campaign as “tone deaf” and “complicit.”
Influencers like makeup artist Matt Bernstein and Ian Lightfoot also condemned Paltrow’s participation, highlighting what they perceived as greed and moral insensitivity. Conversely, Israeli author and influencer Hen Mazzig praised Paltrow’s decision to feature in the ad, commending her for associating with Israel despite potential career risks. Mazzig’s post received support from actress Selma Blair and musician David Draiman, who defended Paltrow’s choice.
Paltrow is not the only high-profile celebrity to face scrutiny for business ventures or collaborations involving Israeli projects. Fellow Oscar winner Leonardo DiCaprio previously encountered online criticism for his financial involvement in a luxury eco-hotel project in Herzliya Marina and his investment in the Israeli cultivated-meat company Aleph Farms. Several other celebrities, including Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire, have also been linked to supporting Israeli tech and business initiatives.
Requests for comments from representatives of Paltrow and Aviv by Melisron remain unanswered at this time.