Ring’s Super Bowl commercial for their Search Party feature, aimed at finding lost pets, faced backlash for promoting mass surveillance and cooperation with law enforcement.
Sunday’s Super Bowl was mostly an exercise in foregone conclusions: Bad Bunny’s halftime show would show off his talent and creativity, the Seahawks would grimly dominate the pitiable Patriots, and I would shout “Get fucked!” at the television when the inevitable commercial for ICE aired. But there was one surprise discussion that sprang to life the morning after the big game—involving lost dogs, the all-encompassing surveillance state into which we’ve gotten locked, and what it means to be a neighbor.
The proximate cause of all this agita was the commercial for Ring, whose doorbell cameras are among the most popular in the country. In their Super Bowl spot, Ring touted a feature called Search Party, a new(ish) AI-enabled “familiar faces” tool that the Amazon-owned company has billed as a way for lost pets to be easily recovered: Just upload a picture of the missing pet into Ring’s database, and it will deploy all the Ring cameras in the area as a dragnet to search for the wayward animal. As Mashable’s Chance Townsend reported in July 2025, these AI tools were the brainchild of recently returned founder Jamie Siminoff—who, perhaps not coincidentally, reversed the company’s previous decision to back away from working hand in glove with law enforcement.
Against that backdrop, it was perhaps inevitable that Ring’s commercial went over so badly with viewers. In fact, one of the few nice things I can say about the ad was that it was the first thing in a long while to invite unified criticism from voices all across the political spectrum. That included Matt Nelson, of WeRateDogs fame, who published a blistering video critique of the ad: “Neither Ring’s products nor its business model are built around finding lost pets,” and even if they were, it’s a job that Ring does very badly: “Ring claims that the ‘Search Party’ feature finds one dog a day,” Nelson said. “This would equate to roughly .03 percent of the over one million lost or found pet reports posted to the Ring app annually.” If this is something Ring is touting as a core competency, it could be that they’re pulling the wool over your eyes.