State Farm has decided to pull its Super Bowl commercial and instead focus on supporting Los Angeles residents impacted by the deadly wildfires.

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,

State Farm said it was backing out of its plan to air an ad during the upcoming Super Bowl due to the wildfires in Southern California.

The Super Bowl commercial would have been the second consecutive spot from the insurance giant, after Arnold Schwarzenegger played 'Agent State Farm' in last year's game.

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,