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Move Over, Puppy Bowl: Ring's Dog-Rescuing Super Bowl Ad Brings Tears and Tech

On Monday , Amazon-owned Ring released a 30-second Super Bowl ad promoting Search Party for Dogs, its first linear Super Bowl spot airing in the third quarter and again on Feb. 8.
By expanding access to non‑Ring users and shelters, Ring launched Search Party for Dogs last fall, committed $1,000,000, and aims to aid 4,000 U.S. shelters via the Ring/Neighbors app.
When a neighbor reports a lost dog, nearby outdoor Ring cameras use AI-based image recognition to flag sightings, which camera owners must opt in to review and can share via the Ring app or Neighbors app.
The Super Bowl placement will anchor Ring's integrated campaign across digital, social, and owned channels, while adding animal shelters to Ring's network to mobilize communities and shorten shelter stays for lost pets.
Though a Flock Safety partnership hasn't started, Ring says local police need judicial warrants for footage, denies ICE access, and requires manual consent for each video shared.

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13 Articles

Gizmodo

Lean Left

Amazon's Ring Wants to Wash Away Your Surveillance Concerns With Lost Puppies

Every technology has positives and negatives.

1 day ago·United States

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Boing Boing

Left

Normalizing surveillance under the banner of helping lost pets

The product manager behind Ring/Amazon's expanded "Search Party" feature may actually care about pet safety and animal kindness: a lost dog, a community alert that helps find the lost pup. What it really does is further normalize a private surveillance network that conditions people to accept constant monitoring, expanded data sharing, and passive participation in a system they don't control waiting to be used against them. — Read the rest The p…

1 day ago·United States

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