State Farm has announced it will not air its Super Bowl commercial this year, instead shifting its focus to supporting Los Angeles residents impacted by the recent devastating wildfires. The company confirmed in a statement that its priority lies in aiding those affected by the disaster.

This decision comes after State Farm faced criticism for previously canceling thousands of homeowners’ insurance policies in California, citing concerns about increasing wildfire risks and the potential for financial instability. While this move was intended to mitigate future losses for the company, the current wildfire crisis underscores the critical need for insurance coverage for affected residents.

State Farm has already received over 7,850 home and auto claims related to the fires and has paid out approximately $50 million to customers. The company expects these numbers to rise significantly as residents assess the damage caused by the blazes.

Despite its previous policy cancellations, State Farm has recently reversed its decision for some residents impacted by the current wildfires, offering to renew policies for homeowners, renters, and community associations in affected areas. This reversal highlights the evolving nature of the company’s response to the escalating wildfire crisis in California.