Gwyneth Paltrow has become the public face of an upscale property project in Israel, going against a worldwide boycott campaign targeting the country over its genocide in Gaza.
Paltrow faced sharp backlash on Wednesday after featuring in a commercial for 51 Park, a 51-floor development in the seaside city of Herzliya, just north of Tel Aviv, where units are said to fetch as much as $10m (£7.4m).
The campaign was commissioned by high-end developer Aviv by Melisron and produced by the Israeli agency Why Worry.
“Imagine advertising luxury villas in Nazi Germany during the Holocaust,” user Ounka posted on X. “That’s the level of tone-deaf we’re witnessing.”
In the 60-second spot, shot in New York, Paltrow rises in a stylish apartment and grumbles in a voice-over:
“Who decided mornings should be so early? Even my coffee needs a coffee.”
She heads out for a run in Central Park, remarking,
“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.”
Afterward, she tells the camera:
“There’s a reason why the world’s most iconic buildings are by a park,” while walking toward a car and requesting to go to 51 Park. When the driver asks whether she means the one in New York, she answers: “No. Herzliya, Israel.”
Just when you think a celebrity might have a smidge of sense or enough money, they sell out!
Comedian Lisa Farts You has already spoofed the ridiculous spot in truly the best way:
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