State Farm cancels Super Bowl ad amid backlash over wildfires

State Farm

State Farm has withdrawn its planned commercial for Super Bowl LIX amid growing criticism following the devastating wildfires in Southern California. The fires have claimed an estimated 25 lives, destroyed thousands of homes, and left many residents grappling with the fallout.

The backlash against the insurance giant stems from its controversial decision last year to revoke fire coverage for thousands of California homeowners, citing the increasing wildfire risk. As the fires raged across Los Angeles, displacing residents and destroying properties, public outrage mounted. Among those voicing their anger was actor Rob Schneider, who lambasted the company, calling it a “pile of crap.”

The criticism has spotlighted State Farm, prompting the insurer to pivot its priorities. The company announced it would no longer proceed with its Super Bowl ad, originally slated for February 9 at Caesars Superdome in New Orleans.

“State Farm, its agents, and employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy,” the company said in a statement. “We will not be advertising during the game as originally planned. Our focus is firmly on providing support to the people of Los Angeles.”

The decision comes as a significant financial blow for State Farm. The Super Bowl, the most-watched annual television event, boasts an average viewership of over 123 million. This year, broadcasters Fox charged a reported $7 million for a 30-second ad slot. It remains unclear whether State Farm had already paid for its spot.

State Farm has been a frequent Super Bowl advertiser in recent years. Its 2024 commercial, featuring Arnold Schwarzenegger and Danny DeVito, was well-received, even winning USA Today’s annual ad popularity contest. The 2025 ad, which was reportedly completed, is now shelved as the company redirects its efforts toward wildfire recovery.

State Farm, which holds an 8.7% market share in California as the largest property insurer in the state, said it is actively processing claims from the disaster. According to the company, it has received over 7,400 home and auto claims and is putting tens of millions of dollars back into customers’ hands. “Our customer contact is at 90%,” the spokesperson noted. “These numbers will continue to rise as residents return and assess damage.”



The company’s wildfire response has been a focal point of its messaging, as it seeks to rebuild trust with California residents. However, its decision to withdraw coverage for certain policyholders has left many questioning the insurer’s commitment to the state.

Despite State Farm’s withdrawal, the highly coveted ad slot is unlikely to remain empty. Fox has sold out its Super Bowl inventory but reportedly maintains a waitlist for last-minute cancellations, ensuring another advertiser will likely take State Farm’s place.

For State Farm, the Super Bowl represents a lost opportunity to reinforce its brand image. The decision to forgo this year’s ad underscores the immense pressure the company faces to address public criticism and prioritize recovery efforts in fire-stricken California.

As the fires continue to impact lives and livelihoods, the move highlights the delicate balance corporations must strike between crisis response and public relations, especially during one of the most visible advertising events of the year.


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State Farm

State Farm has withdrawn its planned commercial for Super Bowl LIX amid growing criticism following the devastating wildfires in Southern California. The fires have claimed an estimated 25 lives, destroyed thousands of homes, and left many residents grappling with the fallout.

The backlash against the insurance giant stems from its controversial decision last year to revoke fire coverage for thousands of California homeowners, citing the increasing wildfire risk. As the fires raged across Los Angeles, displacing residents and destroying properties, public outrage mounted. Among those voicing their anger was actor Rob Schneider, who lambasted the company, calling it a “pile of crap.”

The criticism has spotlighted State Farm, prompting the insurer to pivot its priorities. The company announced it would no longer proceed with its Super Bowl ad, originally slated for February 9 at Caesars Superdome in New Orleans.

“State Farm, its agents, and employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy,” the company said in a statement. “We will not be advertising during the game as originally planned. Our focus is firmly on providing support to the people of Los Angeles.”

The decision comes as a significant financial blow for State Farm. The Super Bowl, the most-watched annual television event, boasts an average viewership of over 123 million. This year, broadcasters Fox charged a reported $7 million for a 30-second ad slot. It remains unclear whether State Farm had already paid for its spot.

State Farm has been a frequent Super Bowl advertiser in recent years. Its 2024 commercial, featuring Arnold Schwarzenegger and Danny DeVito, was well-received, even winning USA Today’s annual ad popularity contest. The 2025 ad, which was reportedly completed, is now shelved as the company redirects its efforts toward wildfire recovery.

State Farm, which holds an 8.7% market share in California as the largest property insurer in the state, said it is actively processing claims from the disaster. According to the company, it has received over 7,400 home and auto claims and is putting tens of millions of dollars back into customers’ hands. “Our customer contact is at 90%,” the spokesperson noted. “These numbers will continue to rise as residents return and assess damage.”



The company’s wildfire response has been a focal point of its messaging, as it seeks to rebuild trust with California residents. However, its decision to withdraw coverage for certain policyholders has left many questioning the insurer’s commitment to the state.

Despite State Farm’s withdrawal, the highly coveted ad slot is unlikely to remain empty. Fox has sold out its Super Bowl inventory but reportedly maintains a waitlist for last-minute cancellations, ensuring another advertiser will likely take State Farm’s place.

For State Farm, the Super Bowl represents a lost opportunity to reinforce its brand image. The decision to forgo this year’s ad underscores the immense pressure the company faces to address public criticism and prioritize recovery efforts in fire-stricken California.

As the fires continue to impact lives and livelihoods, the move highlights the delicate balance corporations must strike between crisis response and public relations, especially during one of the most visible advertising events of the year.


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