After being criticized online for her involvement 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 public backlash yet.
The 53-year-old Academy Award winner featured in a commercial released by developer Aviv by Melisron. In the advertisement, Paltrow narrates a morning routine and extols the attractiveness of park-side buildings, specifying Herzliya, Israel, when asked by a driver if she meant New York.
The video, initially shared by the developer on YouTube and Instagram, gained wider attention following reposts that sparked strong public reactions. An Instagram post criticizing Paltrow’s participation in the ad by satirical account Saint Hoax received significant support and triggered a wave of disapproval on social media platforms. Commenters referenced the Gaza conflict and its humanitarian impact as reasons why Paltrow’s involvement was deemed inappropriate.
Although Paltrow did not share the ad on her own social accounts, numerous commenters flooded her recent Instagram posts with Palestinian flags and “Free Palestine” messages.
The backlash was amplified by various public figures, including activist Alana Hadid, who denounced Paltrow’s ad as “tone deaf.” Additionally, makeup influencer Matt Bernstein and actor Geraldine Viswanathan expressed their criticism online. However, Israeli author and influencer Hen Mazzig commended Paltrow’s decision to feature in the ad, emphasizing the simplicity of promoting an apartment complex in Herzliya.
Supporters of Paltrow’s appearance also defended her actions, with Israeli author Hen Mazzig applauding her courage to associate with Israel, despite the potential risks to her career. Fellow celebrities like Selma Blair and David Draiman also voiced their support for Paltrow.
Paltrow is not the only high-profile personality to face scrutiny for business involvements with Israeli ventures. Leonardo DiCaprio, for instance, received backlash for his investments in an eco-hotel project and an Israeli cultivated-meat company. Other celebrities, including Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire, have also been linked to Israeli tech and business endeavors.
Requests for comments from Paltrow and Aviv by Melisron representatives went unanswered at the time of reporting.