Livia Giuggioli, the former wife of actor Colin Firth, has publicly criticized Gwyneth Paltrow over a promotional campaign for a luxury real estate development in Israel near Gaza. In an Instagram video, Giuggioli called the ad “unacceptable” and said she had canceled a planned visit by Paltrow to her farm, accusing the actress of being “complicit” in what she described as the suffering of Palestinians. She urged followers to “cancel” the Goop founder and questioned how disconnected from reality Paltrow must be to appear in such a campaign.
Giuggioli, 56, who was married to Firth from 1997 to 2019, said Paltrow had been expected to tour her regenerative biomimic farm, Quintosapore, in the coming weeks, but that invitation was withdrawn after the ad controversy. She added in her post that, while she has generally not supported cancel culture, she believes it is justified in this case.
The backlash centers on a commercial for 51 Park, an upscale 51-story residential project in Herzliya, a coastal Israeli city located about 50 miles from the Gaza Strip. Gaza has been devastated amid the ongoing war between Israel and Hamas. In the advertisement, filmed in New York City, Paltrow appears as if she is leaving a luxury apartment for a morning run. She jokes about early mornings, stretches into workout clothes, and is shown jogging through Central Park while narrating that waking up for exercise can be difficult but rewarding. The ad then connects that imagery to the Herzliya development, highlighting its location near parks and presenting the project as an upscale lifestyle offering.
Although Paltrow did not post the commercial on her own Instagram account, the campaign drew strong criticism online after viewers found it on her other social media pages. Commenters accused her of insensitivity and repeatedly called for a boycott of her businesses. Some users used the nickname “Gwynocide” in their criticism, while others said they were disappointed by the actress’s involvement.
The controversy adds to the wider international debate over celebrities, brand endorsements, and the Israel-Hamas war. Supporters of the criticism argue that promoting luxury property so close to Gaza is inappropriate given the scale of destruction and human suffering in the region. The ad has also reignited discussion about whether public figures should participate in campaigns tied to politically sensitive locations or industries.
Paltrow, 53, is best known for her work in film and as founder of the lifestyle brand Goop. The actress has not publicly responded to Giuggioli’s remarks at the time of publication. The dispute has now placed both the ad campaign and Paltrow’s public image under renewed scrutiny, with critics urging her to account for the decision to participate in the promotion.
