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

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.

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,