State Farm Cancels Super Bowl 59 Ad Amid L.A. Wildfires
State Farm has made a significant decision to pull its planned Super Bowl 59 ad and postpone a campaign tied to Apple TV+ drama Severance. The move comes as wildfires continue to ravage Los Angeles, prompting the insurer to redirect its resources and focus toward supporting affected communities.
The announcement signals a deeper commitment to addressing the immediate needs of customers rather than competing in the high-stakes advertising arena of the year’s biggest sporting event.
Super Bowl Ads Take a Pause
For years, the Super Bowl has been a platform for iconic commercials, with brands vying for a moment in the spotlight. State Farm was no exception, making their debut in 2023. Last year’s ad, “Like a Good Neighbaaa,” featured Arnold Schwarzenegger and Danny DeVito in a comedic reunion that charmed audiences and scored the top spot on USA Today’s Ad Meter.
The commercial cleverly combined humor, nostalgia, and the brand’s famous tagline, “Like a Good Neighbor.” It even featured Jake from State Farm, blending classic advertising elements with pop culture fun. According to polls, the ad resonated deeply with viewers.
Fast forward to 2025, and State Farm opted out of the game altogether. Their spokesperson explained, “Our focus is firmly on providing support to the people of Los Angeles. We will not be advertising during the game.”
Simply put, the timing wasn’t right, with wildfires dominating headlines and devastating communities across L.A. The highly anticipated ad featuring State Farm’s beloved “Jake” character is now on indefinite hold.
Delayed Campaign with Apple TV+
It’s not just the Super Bowl ad that’s been shelved—State Farm has also delayed an innovative tie-in campaign with Severance, a sci-fi thriller on Apple TV+. The campaign was expected to feature interactive storytelling elements starring “Jake.”
This partnership would’ve amplified the second season of Severance, which premieres this week. However, even Hollywood hasn’t escaped the wildfires’ impact, with Apple canceling its red-carpet premiere out of respect for the region’s challenges.
The Impact of Wildfires
The ongoing wildfires have burned through thousands of acres, forcing evacuations, damaging homes, and reducing air quality to hazardous levels. According to reports, over 7,400 claims for home and auto damage have already been filed with State Farm in California, with numbers expected to rise.
State Farm also confirmed it has tens of millions of dollars flowing back into customers’ hands, emphasizing their team’s commitment to assisting both on the ground and nationwide. However, the company has faced criticism for dropping policies in certain areas, including Pacific Palisades, prior to the disaster—one of the neighborhoods now hardest hit.
While insurers play a vital role in aiding recovery efforts, rebuilding after a wildfire is an emotionally and financially draining process that lasts far beyond the fire’s extinguishment.
When Ads and Accountability Collide
State Farm’s actions in the wake of the wildfires raise an important question for all brands navigating crises: When is it appropriate to push pause on promotion? The intersection of corporate social responsibility and advertising is becoming an increasingly sensitive terrain.
Other corporations, such as Airbnb and Planet Fitness, have responded by providing resources and shelter to displaced residents. These actions highlight the larger trend of businesses shifting their focus to align with public sentiment during emergencies. Companies that prioritize responsiveness over revenue not only generate goodwill but often strengthen customer loyalty in the long run.