When broader national or global events create unexpected, unpredictable shifts, it remains the responsibility of smart marketers to shift quickly and appropriately. Consider State Farm as an example. It planned to debut its funny “Batman vs. Bateman” advertising campaign, featuring Jason Bateman as a poor substitute for the superhero, during the 2025 Super Bowl. The spot highlights the idea that brand names cost more for a reason; in an emergency, consumers need the real deal, whether that’s a superhero or an insurance company. But to make that point, the advertisement showed a city ablaze, with thick plumes of smoke emanating from buildings and emergency vehicles spilling through every street. To broadcast such a scene, less than a month after wildfires had devastated hundreds of acres of land and homes in the Los Angeles area, would have been in poor taste. So, despite the massive investment it already had made to run the campaign during the Super Bowl, State Farm pivoted. It pulled the ad at the last minute and released it instead during the NCAA’s March Madness tournament. Furthermore, it issued an explicit statement, assuring customers that its focus was on assisting the homeowners affected by the fires. By taking this responsible, respectful approach, State Farm demonstrated its priorities and reiterated its essential purpose.

Sources: Dianna Dilworth, “State Farm Drops Super Bowl Ad, Cites LA Fires,” Brand Innovators, Jan 16, 2025; Peter Adams and Jessica Hammers, “7 Successful Marketing Campaigns that Met 2025’s Chaos With Determination,” Marketing Dive, July 8, 2025.