Amazon Ring’s 2026 Super Bowl advertisement for its new ‘Search Party’ feature has stirred up quite a debate on social media.
The Super Bowl 2026 took place last night (February 8) at Levi’s Stadium in Santa Clara, California. The event is well-known for its numerous commercials, with most games featuring around 18 commercial breaks. Some of these ads have sparked a lot of discussion among viewers.
While 50 Cent quickly targeted Sean ‘Diddy’ Combs with his DoorDash Beef 101 commercial, MrBeast offered a contest with a prize of $1 million for those who could solve certain puzzles.
In contrast, Amazon Ring’s doorbell commercial didn’t fall into the categories of beefy or puzzling but was instead labeled as ‘terrifying’ and ‘creepy’ by many viewers.
One might wonder, how unsettling can a commercial about a new tech feature for a doorbell camera be? Take a look yourself:
The ad begins with a focus on the issue of missing pets in the US, where it’s reported that 10 million animals disappear each year.
“And the way we look for them hasn’t changed in years,” the ad is narrated by Jamie Siminoff, founder of Ring.
The proposed solution for reuniting lost family pets is a new feature that allows pet owners to upload a photo of their lost dog or cat to the Ring app, initiating a ‘Search Party’.
This feature uses artificial intelligence to scan all Ring cameras in the area for a match, with the commercial stating: “Search Party from Ring uses AI to help families find lost dogs.”
Ring claims that, since its launch, the feature has already helped reunite more than one dog per day with their families.
The ad concludes with the message: “Be a hero in your neighborhood with Search Party. Available to everyone, for free, right now.”
Amazon News reports that Ring is also contributing $1 million to over 4,000 US shelters to assist them in using Search Party to reconnect lost pets with their owners.
Despite these intentions, some social media users have found the ad unsettling.
One user on X commented: “Y’all, this Ring Doorbell Camera commercial was creepy as can be. They are not even hiding it anymore.”
Another claimed: “Ring search party is terrifying and what’s most terrifying is that we opted into this like f**king idiots.”
The conversation has even reached Reddit, where one person remarked: “It’s cute when they’re looking for dogs, it’s terrifying when they decided to start looking for people.”
Another viewer likened it to the ‘Dark Knight dilemma’, cautioning: “We can’t assume something this powerful will be used in an ethical and legal way. Nothing good happens from this.”
On the flip side, some found the ad to be the highlight of the Super Bowl. As one person noted: “The ring doorbell commercial about finding lost dogs is by far the best part of this entire Super Bowl. Well done Ring and Amazon.”
Another expressed: “So, the best most meaningful #SuperBowl commercial thus far in my opinion was the @ring Search Party technology for missing pets. Thinking outside the box to unite pets & families. And it’s FREE. Bravo Ring!!!”
LADbible Group has reached out to Amazon’s Ring for comment.