Ring doorbell Super Bowl commercial branded ‘dystopian’ as they showcase 'terrifying' new feature

Amazon Ring doorbell's 2026 Super Bowl commercial launching its 'Search Party' feature has come under fire from social media users.

The Super Bowl 2026 kicked off last night (February 8) at Levi's Stadium in Santa Clara, California. Much of the broadcast is made up of commercials - most games seeing a typical eye-drying 18 commercial breaks, and several have prompted viewers to take to their keyboards in shock.

While 50 Cent wasted no time taking aim at Sean 'Diddy' Combs in his DoorDash Beef 101 commercial, MrBeast launched a contest for viewers to be in with a chance of winning a whopping $1 million if they could solve some puzzles - classic.

However, Amazon Ring's doorbell Super Bowl commercial was branded neither beefy nor puzzling; instead, many viewers have simply taken to their keyboards to declare it 'terrifying' as well as 'creepy'.

But how bad can a commercial about a new technological feature for a doorbell camera really be? Check it out for yourself below:

Well, seemingly starting with good intentions, the ad addresses the missing pet crisis in the US, with a reported 10 million animals going missing every year.

"And the way we look for them hasn't changed in years," the voice of Jamie Siminoff, founder of Ring, narrates.

The solution to find these lost family members? A new Ring feature that lets pet owners upload an image of their lost dog or cat to the Ring app, which then starts a 'Search Party'.

This search sweeps through all Ring cameras in the neighborhood looking for a match, as the ad continues: "Search Party from Ring uses AI to help families find lost dogs."

And the new feature is already in the works, Ring claiming 'since launch, more than a dog a day has been reunited with their family'.

The commercial resolves: "Be a hero in your neighborhood with Search Party. Available to everyone, for free, right now."

Why wouldn't you want to help find a young girl's missing dog? (Ring)

According to Amazon News, Ring is also giving $1 million to more than 4,000 US shelters to help them use Search Party to reunite lost pets with their owners.

However, some social media users have been left 'creeped' out by the ad.

One X user wrote: "Y’all, this Ring Doorbell Camera commercial was creepy as can be. They are not even hiding it anymore."

A second claimed: "Ring search party is terrifying and what’s most terrifying is that we opted into this like f**king idiots."

And the outrage has even spilt over onto Reddit, as one person said: "It’s cute when they’re looking for dogs, its terrifying when they decided to start looking for people."

The new feature is called 'Search Party' (Ring)

A second called it the 'Dark Knight dilemma', adding: "We can't assume something this powerful will be used in an ethical and legal way. Nothing good happens from this."

However, others thought it was the 'best' part of the Super Bowl, as someone said: "The ring doorbell commercial about finding lost dogs is by far the best part of this entire Super Bowl. Well done Ring and Amazon."

A second person wrote: "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 contacted Amazon's Ring for comment.