State Farm, the largest insurance provider in California, has decided to cancel its highly anticipated Super Bowl commercial to concentrate on aiding Los Angeles residents affected by the recent deadly wildfires.
In an official statement, the company emphasized its commitment to supporting the recovery efforts of those impacted by the disaster.
“Our focus is firmly on providing support to the people of Los Angeles. We will not be advertising during the game as originally planned,” State Farm announced.
This decision follows State Farm’s announcement to extend policy renewals to homeowners, rental property owners, and residential community associations affected by the fires rather than dropping them as initially planned, reported KTLA 5.
State Farm’s decision contrasts with its controversial actions in 2023 when it halted accepting new property insurance applications across California and announced plans to drop approximately 30,000 property insurance and 42,000 commercial apartment policies in the state. The company attributed these decisions to rising costs and increasing risks associated with natural disasters. However, the recent wildfires and the devastation they have caused appear to have prompted a reconsideration of their approach, at least temporarily, to address the immediate needs of affected residents.
The company has processed more than 7,850 home and auto claims related to the disaster and has returned around $50 million to its customers, expecting these figures to rise as more residents assess the damage.
While State Farm has stepped up to offer relief to its policyholders, other insurance companies have yet to announce similar measures.