- Oscar-winning actress Gwyneth Paltrow is the face of a new advertising campaign for 51 Park, a luxury residential development in Herzliya, Israel, developed by Israeli real estate group Aviv Melisron.
- The project consists of two 51-storey towers overlooking Herzliya Park and features luxury amenities including a swimming pool, cinema, and retail spaces, with penthouses priced at around $10 million.
- The campaign was crafted by Israeli creative agency Why Worry and filmed in New York; Why Worry founder and CEO Gabi Attal described Paltrow as someone who "effortlessly embodies international elegance, a premium lifestyle, and uncompromising quality."
- The campaign has attracted significant social media backlash, with critics questioning the timing of the deal as Israel continues its military operations in Gaza.
Gwyneth Paltrow has been unveiled as the face of 51 Park, a high-end residential development in Herzliya, Israel.
The campaign video, filmed in New York by Tel Aviv agency WhyWorry, shows Paltrow waking up in a high-rise apartment, going for an early-morning run, and getting ready for the day, while narrating the appeal of park-side living.
In the clip, the Oscar-winning actress tells her driver to take her to “51 Park,” and when he replies “New York?”, she answers, “Herzliya, Israel.”
The two 51-story towers are being developed by Israeli real estate group Aviv Melisron, next to the Herzliya Park, a 173-acre park established on former agricultural fields.
This isn’t the first time a major Hollywood name has fronted an Israeli brand deal, in 2022, David Schwimmer was named the face of Meitav Investment House, the Tel Aviv-based investment firm.
On the endorsement front, Paltrow has been in high demand. She recently starred in GapStudio’s Fall/Winter 2025 campaign alongside her daughter Apple Martin, and earlier in 2026 fronted the Goop Kitchen NYC launch campaign, her delivery-first wellness food concept’s first East Coast expansion.
She has also co-founded AI meditation app Moments of Space and launched her luxury fashion line GWYN at New York Fashion Week in September 2025. This is Paltrow’s first known partnership with Aviv Melisron, which has not previously enlisted a major Hollywood figure for its campaigns.
Paltrow, who is married to Jewish TV producer Brad Falchuk, has previously spoken publicly about her Jewish heritage and expressed support for those taken hostage on October 7, 2023. Social media reaction was swift, with critics including beauty entrepreneur Huda Kattan and model Alana Hadid publicly condemning the campaign’s timing.
Takeaways
This is a deal that goes well beyond a real estate ad. Gwyneth Paltrow signing with Aviv Melisron signals something bigger: that Israeli luxury brands are actively pursuing globally recognized, A-list talent, and finding takers.
Paltrow has been building a serious brand partnership portfolio in 2026, from her Goop Kitchen NYC expansion to GapStudio, so adding an Israeli real estate campaign is a bold and deliberate step. For a talent who has already publicly chosen sides on Israel, this kind of campaign functions as brand reinforcement, not brand risk.
Does Gwyneth Paltrow’s personal connection to Jewish heritage make this deal more authentic or does it complicate the commercial optics? Is this a turning point for celebrity-Israeli brand deals moving further upmarket into luxury real estate?
