California’s largest insurer said it won’t run a commercial during the Super Bowl, saying it must help its customers first. The optics matter too, since many homeowner policies were canceled before the blazes,

Citing the L.A. wildfires, insurance provider State Farm has canceled plans to run an ad on next month’s Super Bowl and also delayed production of a tie-in campaign with Apple TV+ series Severance. The Super Bowl ad was to have marked a return to the Big Game for the insurer,