State Farm passes on Super Bowl ad

State Farm Insurance isn’t exactly riding the bench when it comes to Super Bowl commercials this year, as the popular insurer plans to take its message to TikTok instead.

As reported by the digital media news site Digiday, 30-second Super Bowl spots have hit an all-time high at $7 million, forcing some cash-conscious companies to up their game when it comes to innovation.

It’s unclear what State Farm plans to spend on TikTok, as the company declined to comment, Digiday reported. TikTok, however, is offering ad credit incentives between 3% and 5% for advertisers shelling out between $50,000 and $300,000 “in its push to become the official second screen of the Super Bowl,” according to the news article.

Oddly enough, Super Bowl LVII will be at the State Farm Stadium in Arizona, giving the insurer naming rights “and there’s some built in buzz about the brand ahead of the Big Game,” Digiday wrote.