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,

Rather than shoveling out the estimated $7 million required for Super Bowl ad time, State Farm will commit to helping wildfire victims.

Insurance company State Farm has canceled plans to air a spot during Super Bowl 59, citing the ongoing fires in Los Angeles as the company’s primary focus.