After enduring a week of online backlash for her appearance in a promotional video for 51 Park, a 51-story luxury residential complex in Herzliya, Israel, actress Gwyneth Paltrow has chosen to remain silent on social media and has not publicly addressed the criticism.
The 53-year-old Academy Award winner stars in the advertisement released by developer Aviv by Melisron. In the commercial, Paltrow narrates a morning routine and extols the virtues of park-side properties. When asked if she is referring to New York, she responds, “Herzliya, Israel.”
The video, initially shared by the developer on YouTube and Instagram, garnered significant attention after being reposted, leading to a strong public reaction. An Instagram post by satirical account Saint Hoax criticizing Paltrow’s involvement in the ad received hundreds of thousands of likes and triggered a wave of condemnation on various social media platforms. Commenters highlighted the ongoing conflict in Gaza and its humanitarian impact as reasons why Paltrow’s participation was deemed inappropriate.
While Paltrow did not promote the ad on her own social channels, numerous users flooded her recent Instagram posts with Palestinian flags and “Free Palestine” messages.
Notable figures joined the chorus of disapproval. Activist Alana Hadid, sister of models Bella and Gigi Hadid, who frequently expresses pro-Palestine sentiments online, labeled the campaign as “tone deaf” and “complicit.” Actor Geraldine Viswanathan and makeup influencer Matt Bernstein also criticized Paltrow’s endorsement, with the latter denouncing the perceived greed and insensitivity involved.
In contrast, 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. A few supporters, including actor Selma Blair and musician David Draiman, expressed admiration for Paltrow’s actions.
Paltrow is not the sole celebrity to come under scrutiny for business ties with Israeli ventures. Leonardo DiCaprio faced online backlash in July 2025 for reportedly co-financing a luxury eco-hotel in Herzliya Marina and investing in Israeli cultivated-meat company Aleph Farms. Other celebrities, such as Ashton Kutcher, Jay-Z, Serena Williams, and Tobey Maguire, have also been linked to Israeli tech and business projects.
Both Paltrow’s representatives and Aviv by Melisron declined immediate requests for comments.