State Farm has decided not to air a Super Bowl ad this year, citing its commitment to supporting residents impacted by the devastating wildfires in Los Angeles. The announcement comes as the insurance giant faces mounting criticism over its decision to cancel tens of thousands of homeownersâ policies in California last year.
âOur focus is firmly on providing support to the people of Los Angeles,â a State Farm spokesperson stated. âWe will not be advertising during the game.â
The move follows backlash over the companyâs 2024 policy cancellations, which affected 72,000 households in California. Many of these now-uninsured homes have been lost in the fires that have ravaged Southern California, amplifying public scrutiny of the insurerâs actions.
Balancing Crisis Response with Marketing
State Farm, which serves over 8 million customers in California, has received more than 7,400 home and auto claims related to the wildfires. The company reports that it is disbursing âtens of millions of dollarsâ to affected policyholders.
âOur claims force is the largest in the industry, and we are bringing the full scale of our catastrophe response teams to help customers recoverâwhether they are on the ground in LA or across the country,â the spokesperson said.
While the insurerâs withdrawal from the Super Bowl is framed as a response to the ongoing crisis, some experts argue the decision could be a missed opportunity to rebuild trust.
A Missed Opportunity?
Super Bowl commercial slots are sold out, with brands like Taco â â â â , Dove, and Anheuser-Busch InBev among this yearâs major advertisers. State Farm had previously aired memorable Super Bowl campaigns, including a 2024 spot featuring Arnold Schwarzenegger as an âAgent State Farmâ character.
In recent years, the companyâs marketing strategy has paired its popular âJake from State Farmâ character with culturally relevant figures from sports and entertainment. However, this yearâs decision to sit out the Super Bowl raises questions about how the brand plans to address the criticism it faces in California.
âThis is a prime opportunity for State Farm to showcase how they are supporting their communities and tell those stories,â said Amanda Lucey, CEO of marketing and communications agency The Partnership. âRather than shying away from impact, they should lean into itâdeveloping a more integrated approach that aligns crisis communications with their broader marketing strategy.â
The Path Forward
While the absence of a Super Bowl ad may signal a shift in priorities, State Farmâs actions in the coming months will likely determine how the public perceives the brand. The insurer has long leaned on its âlike a good neighborâ slogan, and now faces the challenge of living up to that promise during a time of crisis.
As Lucey suggests, the real opportunity lies in using this moment to demonstrate genuine support for affected communitiesâwhether through marketing, direct assistance, or rebuilding trust with California homeowners.
For now, the spotlight remains on State Farmâs crisis response efforts, as customers and critics alike watch to see if the brandâs actions can truly match its messaging.