Few feelings are worse than losing a dog, and Ring wants to help.
The Amazon subsidiary released its Super Bowl ad on Monday, a 30-second spot that focuses squarely on a new feature called Search Party for Dogs. The tool turns a missing-dog post in the Ring app into a coordinated neighborhood search, using participating outdoor Ring cameras and AI to help identify potential matches.
The creative opens with a stark statistic and memorable tagline: roughly 10 million dogs go missing every year, but the way we search for them hasn’t changed. It then follows the emotional arc of a lost dog named Milo and his eventual reunion with his family.
Ring founder and chief inventor Jamie Siminoff also appears in the spot, which ends with him walking his own dog, Biscuit.
The concept was rooted in the brand’s emphasis on community rather than hardware, according to chief commercial officer Mimi Swain.
“The inspiration was to tell a story about what Ring is really about, which is connection and neighbors coming together to solve real problems,” Swain said. “We kept coming back to the fear and panic people feel when a family dog goes missing, and how communities already try to help, but without great tools.”
When a neighbor reports a lost dog through the Ring app—or the standalone Neighbors app—nearby Ring camera owners who opt in can have their cameras look for potential matches.
The system uses AI-based image recognition to flag possible sightings, which are then reviewed and confirmed by camera owners before being shared with the pet owner to help facilitate a reunion.
Critically, participation in the program is voluntary and limited in scope, Swain added.
“Camera owners have to consent to share images, and the recognition is only for dogs,” she said. “We don’t have anything related to lost people or broader facial recognition in neighborhoods—those use cases require much more guardrails.”
The Super Bowl creative was developed largely in-house, with VFX support lent by the agencies Miniac and Bemo. The ad will run during the third quarter of Super Bowl 60, and it will mark Ring’s first traditional-television Super Bowl appearance after previously advertising around the game only via streaming-only placements.
The decision to move into linear TV Super Bowl advertising reflects both confidence in the product and a desire for maximum reach.
