Actor Gwyneth Paltrow is facing criticism online after appearing in a promotional campaign for a luxury residential development in Israel.
The Oscar-winning actor featured in an advertisement for 51 Park, a 51-storey high-end residential project located in Herzliya, a coastal city north of Tel Aviv. The campaign was released by developer Aviv by Melisron and quickly sparked debate across social media platforms, with critics questioning the timing of the project amid the ongoing conflict in Gaza.
The Advertisement That Sparked Controversy
In the commercial, released on Sunday, Paltrow narrates a serene morning routine while highlighting the appeal of living near green spaces and luxury amenities.
At one point in the video, a driver asks whether she is referring to New York. Paltrow responds:
“Herzliya, Israel.”
The advertisement was initially shared through the developer’s YouTube and Instagram channels before gaining wider attention through reposts online. As the video circulated, reactions quickly began to pour in.
Critics Call Campaign “Tone Deaf”
Much of the backlash gained momentum after a post from satirical Instagram account Saint Hoax criticized Paltrow’s involvement in the project. The post attracted hundreds of thousands of likes and prompted widespread discussion across social media.
Many commenters argued that promoting a luxury real estate development in Israel was insensitive given the humanitarian crisis in Gaza. Others flooded the comment sections of Paltrow’s recent Instagram posts with Palestinian flags and messages reading “Free Palestine.”
Several public figures also weighed in on the controversy.
Alana Hadid, activist and sister of models Bella and Gigi Hadid, reshared criticism of the campaign on Instagram Stories and described it as:
“tone deaf”
and
“complicit.”
Actor Geraldine Viswanathan also reacted to the campaign, commenting:
“Oh my god.”
Makeup influencer Matt Bernstein joined the criticism, writing:
“The level of greed and depravity is truly incomprehensible.”
Meanwhile, influencer Ian Lightfoot described the advertisement as:
“This is one of the most dystopian things I’ve ever seen.”
Others Come to Paltrow’s Defense
While criticism dominated much of the online conversation, some supporters defended Paltrow’s decision to participate in the campaign.
Israeli author and influencer Hen Mazzig praised the actor for appearing in the advertisement despite anticipating public backlash.
“Putting your name anywhere near Israel is supposed to be a career risk now,”
he wrote while reposting the video.
Mazzig added:
“[Paltrow] understood the room and signed on anyway, for something as plain as an apartment complex in Herzliya. Where people live, nothing more.”
Actor Selma Blair also expressed support, commenting on Mazzig’s post:
“Love her even more 🤍💙.”
Musician David Draiman, lead singer of the heavy metal band Disturbed, publicly backed Paltrow as well, writing:
“I salute you.”
Celebrities and Business Ties to Israel Under Increased Scrutiny
Paltrow is not the first celebrity to face public scrutiny over business ventures or partnerships connected to Israel.
Over the past several years, a number of high-profile figures have attracted attention for investments in Israeli companies, technology firms, and development projects.
Among them is Leonardo DiCaprio, who has reportedly held a minority financial stake in a planned eco-hotel project at Herzliya Marina. He has also been linked to investments in Aleph Farms, an Israeli cultivated-meat company.
Other celebrities who have reportedly supported Israeli business and technology ventures include Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire.
No Public Response Yet
As debate surrounding the advertisement continues online, Paltrow has remained silent on the controversy and has not publicly addressed the criticism.
Representatives for both Paltrow and Aviv by Melisron have also not issued public statements regarding the backlash.
For now, the advertisement remains at the center of a broader conversation about celebrity endorsements, international business partnerships, and the growing scrutiny public figures face over their professional associations.
Harnaik Singh Rathor is the Founder, Publisher, and Editor-in-Chief of StudioX News Canada, Canada's multilingual digital news network serving diaspora communities across 44 languages. With a background in media production, public relations, and multicultural communications, he founded StudioX Film and TV Corporation to bridge the gap between mainstream Canadian media and the country's diverse immigrant communities. He is a member of the Canadian Association of Journalists (CAJ), RTDNA Canada, CPRS Vancouver, Unifor, NEPMCC, and the Canada Freelance Union. Based in Surrey, British Columbia. | LinkedIn: https://www.linkedin.com/in/harnaiksinghrathor/ | Muck Rack: https://muckrack.com/harnaiksinghrathor | Email: editor@studioxnews.ca
