The fires that engulfed Los Angeles over the past few weeks are forcing a change to this years Super Bowl.

State Farm, the insurance giant, says that it will not be moving forward with a Super Bowl ad this year, as it is focused on responding to the fires.

State Farm, its agents, and employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy, a spokesperson tells The Hollywood Reporter. Our focus is firmly on providing to support to the people of Los Angeles. We will not be advertising during the game as originally planned. State Farm had been a frequent Super Bowl advertiser in recent years, and last years Big Game saw Arnold Schwarzenegger (playing Agent State Farm) joined by his Twins co-star Danny DeVito.

It was not immediately clear what State Farms 2025 Super Bowl ad would have entailed, or whether it would include other celebrity cameos.

Fox, which is broadcasting this years Super Bowl, is sold out of inventory, though it has a waitlist in the event of cancelations, so State Farms spot is sure to be filled.

State Farm is the largest property insurer in the state of California with 8.7 percent market share, according to data from the California Department of Insurance. It is also the largest auto insurer in the state.

The spokesperson said that the company has more than 8 million customers in the state, and that it has already received thousands of claims.

We are proud to report that our customer contact is at 90%. Weve received over 7,400 home and auto claims, and we are putting tens of millions of dollars back into customers hands, they said. These numbers will continue to rise as residents return and assess damage.

The insurance company was criticized last year after it said that it would not renew some insurance policies in the state due to the wildfire risk.

Ad Age first reported on the cancelation.