“Have you opened a newspaper or [watched] the news?” Alana Hadid asked. “This is not even tone-deaf. It’s actually complicit.”

Gwyneth Paltrow slammed for promoting luxury Israeli real estate in viral ad: ‘Unhinged capitalism’

"Have you opened a newspaper or [watched] the news?" Alana Hadid asked. "This is not even tone-deaf. It’s actually complicit."

By Wesley Stenzel

Wesley Stenzel

Wesley Stenzel is a news writer at **. He began writing for EW in 2022.

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June 10, 2026 6:00 p.m. ET

Gwyneth Paltrow in ad for 51Park in Herzliya, Israel. Credit:

51PARK- Herzliya/YouTube

- Gwyneth Paltrow appeared in an ad promoting a luxury real estate project in Herzliya, Israel.

- A post criticizing her appearance in the ad has received over 236,000 likes on Instagram.

- Celebrities like activist Alana Hadid, actress Geraldine Viswanathan, and musician Cat Power shared flabbergasted comments on the post.

Gwyneth Paltrow is facing criticism for promoting a luxury real estate project in Israel.

The *Shakespeare in Love* actress recently appeared in a promotional video for 51Park, a new apartment complex in Herzliya, the Israeli city first settled by Zionists in 1924 in the land formerly held by the Palestinian village Al-Haram.

The video shows Paltrow waking up in her apartment and going for a run in New York City's Central Park.

"Who decided mornings should be so early? Even my coffee needs a coffee," she says. "Waking up for a morning run can be brutal. But it's a price I'm willing to pay, because once I hit the park, pure energy takes over. It's hard to explain. There's a reason the world's most iconic buildings are by a park."

At the end of the ad, Paltrow steps into a car and tells the driver, "51 Park."

"New York?" he asks.

"Herzliya. Israel!" she responds.

Gwyneth Paltrow at BAFTA Tea Party in Beverly Hills in January.

Taylor Hill/FilmMagic

The real estate company behind 51Park, Aviv by Melisron, posted the ad on YouTube and Instagram on Sunday, and although those original posts didn't make much of a splash online, reposts of the commercial went viral as people online criticized Paltrow's involvement in the campaign.

The Instagram account Saint Hoax shared a post on Tuesday condemning Paltrow's contribution to the promo. The post has more than 236,000 likes at the time of writing, and has prompted a number of comments criticizing Paltrow.

Alana Hadid, the pro-Palestine activist and sister of models Bella and Gigi Hadid, was baffled by Paltrow's decision to appear in the ad.

"Dude the level of unhinged capitalism is f--- astounding," she wrote on Instagram. "Brutal. Girl. Have you opened a newspaper or watch the news. This is not even tone deaf it’s actually complicit af."

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Hadid shared the Saint Hoax post on her Instagram Stories, adding the caption, "Who else is blocking this asshat."

Geraldine Viswanathan, who's starred in films like *Drive-Away Dolls* and Marvel's *Thunderbolts*, commented, "Oh my god."

Singer-songwriter Cat Power asked, "Is this Ai???"

Alana Hadid at Copenhagen Fashion Week in 2024.

Vittorio Zunino Celotto/Getty

* *has reached out to representatives for Paltrow and to Aviv by Melisron for comment.

Makeup influencer Matt Bernstein also shared a post slamming Paltrow for her participation in the ad. "You are too rich to be shilling for the apartheid apartments," he said in his video. "The level of greed and depravity is truly incomprehensible."

Influencer Ian Lightfoot commented, "This is one of the most dystopian things i’ve ever seen."

Food influencer Mary Christine Papadimos added, "I do wonder what it’s like waking up for the maimed, burned, and starved children of Gaza in their rat infested torn tents in the sweltering heat? But [Gwyneth] has it really tough after she wakes up in her multimillion pad, sips her green smoothie and goes for a brutal run 🥲 Knew she sucked and was a quack but this is sick."

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Not all of the reactions to the advertisement have been negative. 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. "[Paltrow] understood the room and signed on anyway, for something as plain as an apartment complex in Herzliya."

Selma Blair commented on Mazzig's post, "Love her even more 🤍💙."

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