After a week of online backlash for her appearance in a promotional video for a 51-storey luxury residential development in Herzliya, Israel, Gwyneth Paltrow has remained silent on social media, choosing not to address the public criticism yet.
The 53-year-old Academy Award winner stars in a commercial released by developer Aviv by Melisron, where she describes a morning routine and extols the virtues of park-side buildings, specifically in Herzliya, Israel, not New York as suggested by a driver in the ad.
The video, shared by the developer on YouTube and Instagram, gained significant attention following reposts that drew strong reactions. Criticism peaked when a post on Instagram by satirist account Saint Hoax garnered hundreds of thousands of likes, with commenters citing the conflict in Gaza and its humanitarian implications as reasons for disapproving of Paltrow’s involvement.
While Paltrow did not share the ad on her own social media platforms, her recent Instagram posts were flooded with Palestinian flags and “Free Palestine” messages by commenters. Public figures like activist Alana Hadid and actor Geraldine Viswanathan criticized Paltrow’s participation, labeling it as “tone deaf” and “complicit.”
Makeup influencer Matt Bernstein and others expressed disapproval of Paltrow’s decision to feature in the ad, condemning it as greedy and dystopian. In contrast, Israeli author and influencer Hen Mazzig commended Paltrow for her association with Israel, highlighting her courage to endorse an apartment complex in Herzliya.
Defending Paltrow, lead singer David Draiman of the band Disturbed praised her actions in an Instagram post. The scrutiny faced by Paltrow is not unique, as high-profile celebrities like Leonardo DiCaprio have also encountered backlash for their investments in Israeli projects or companies.
DiCaprio, for instance, has a minority stake in a planned eco-hotel at the Herzliya Marina and is an investor in Aleph Farms, an Israeli cultivated-meat company. Similarly, other celebrities supporting Israeli ventures include Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire.
Both Paltrow and Aviv by Melisron have not responded to requests for comments on the matter.
