Gwyneth Paltrow ad for Israeli luxury highrise called 'dystopian,' 'tone deaf' online

After facing a week of online criticism for appearing in a promotional video for 51 Park, a 51-storey luxury residential development in Herzliya, Israel, actor Gwyneth Paltrow is keeping quiet on social media and has yet to address the backlash publicly.

The 53‑year‑old Oscar winner appears in the commercial released Sunday by developer Aviv by Melisron. In the spot, Paltrow narrates a morning routine and praises the appeal of park‑side buildings. When a driver asks if she means New York, she replies, "Herzliya, Israel."

The clip, posted by the developer on YouTube and Instagram, quickly gained wider attention after reposts drew sharp public reaction.

An Instagram post slamming Paltrow's participation in the ad by satirist account Saint Hoax attracted hundreds of thousands of likes and prompted a wave of criticism on social platforms. Commenters on the post cited the ongoing conflict in Gaza and the humanitarian toll there as the reason Paltrow’s participation was inappropriate.

Paltrow did not post the ad on her social accounts. However, many commenters posted Palestinian flags and "Free Palestine" messages on her most recent Instagram posts.

Several public figures amplified the backlash. Alana Hadid, activist and sister of models Bella and Gigi Hadid — who has frequently voiced pro‑Palestine views online — reshared criticism on her Instagram Stories and called the campaign "tone deaf" and "complicit." Actor Geraldine Viswanathan (Bad Education, Thunderbolts) commented "Oh my god."

Makeup influencer Matt Bernstein also shared a post slamming Paltrow for her participation in the ad, saying "The level of greed and depravity is truly incomprehensible." While influencer Ian Lightfoot commented, "This is one of the most dystopian things I’ve ever seen."

Supporters of Paltrow’s appearance have also posted in her defence. Israeli author and influencer Hen Mazzig praised Paltrow's decision to appear in the ad.

"Putting your name anywhere near Israel is supposed to be a career risk now," he wrote in his own repost of the video. He 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 commented on Mazzig's post, "Love her even more 🤍💙."

David Draiman, lead singer of the heavy metal band Disturbed also defended Paltrow in an Instagram post, writing "I salute you."

Paltrow isn't the only high‑profile celebrity that has faced scrutiny for business investments or partnerships involving Israeli companies or projects.

Oscar winner Leonardo DiCaprio has been reported to hold a minority financial stake in a planned eco‑hotel at the Herzliya Marina that secured final planning approval in 2025. He is also an investor in the Israeli cultivated‑meat company Aleph Farms.

Other celebrities who have also been reported to support Israeli tech and business ventures include actor Ashton Kutcher, rap mogul Jay‑Z, tennis star Serena Williams and actor Tobey Maguire.

Representatives for Paltrow and Aviv by Melisron did not immediately respond to requests for comment.