State Farm Halts Super Bowl Ad, Delays Severance Campaign as LA Fires Rage
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State Farm has canceled plans to run an ad during Super Bowl 59 and has paused filming on a campaign with a tie-in to Apple TV+ drama Severance as the Los Angeles wildfires continue to burn.
The Super Bowl ad would have been State Farm’s second consecutive year in the game. Last year’s ad, created by Highdive and starring Arnold Schwarzenegger and Danny DeVito, took the top spot in the 2023 USA Today Ad Meter.
A spokesperson confirmed to ADWEEK on Wednesday that the 2025 Super Bowl spot would not move forward: “Our focus is firmly on providing to support to the people of Los Angeles. We will not be advertising during the game.”
State Farm also delayed the launch of a tie-in with the Apple TV+ drama, Severance, as a result of the fires. That campaign is expected to drop later in the sci-fi thriller’s run.
While the show’s second season debuts Friday, Apple canceled its red-carpet premiere party in Los Angeles on Monday night in the wake of the devastating wildfires. Jake from State Farm had been scheduled to attend, in the latest real-world appearance for the character.
On Friday afternoon, State Farm issued a statement declaring “Our number one priority right now is the safety of our customers, agents and employees impacted by the fires and assisting our customers in the midst of this tragedy.”
State Farm said it is handling nearly 7,000 claims related to the wildfires, which continue to burn as shifting winds fuel the flames. The company serves more than 8 million customers in California.
“Our claims force is the largest in the industry and we are bringing the full scale and force of our catastrophe response teams to help customers recover—whether they are on the ground in LA or across the country,” the spokesperson said. “We’ve received over 7,400 home and auto claims, and we are putting tens of millions of dollars back into customers’ hands. These numbers will continue to rise as residents return and assess damage.”
However, critics noted that the insurer could be handling many more claims if it didn’t cancel thousands of policies last spring in places including Pacific Palisades—one of the areas hardest hit by the wildfires.
State Farm first appeared at the Super Bowl in an ad featuring Drake in 2021. It went with a social media strategy in 2022 and focused on gaming in 2023 before its return last year.
![The wildfires around the Los Angeles area have devastated businesses and homes, and the flames are still being fanned by high winds. So far, they’ve caused between $135 billion and […]](https://rassegna.lbit-solution.it/wp-content/uploads/2025/01/state-farm-halts-super-bowl-ad-delays-severance-campaign-as-la-fires-rage-1.jpg)
https://www.adweek.com/brand-marketing/state-farm-super-bowl-ad-campaigns-la-wildfires/