The backlash over Ring’s Super Bowl ad is still brewing

A lost pooch. A heartbroken young girl. A parent stapling up “lost” posters. And then, an unlikely hero—a network of Ring security cameras—arrives to save the day. 

That’s the 30-second elevator pitch for Ring’s big Super Bowl ad, which (if you look for it on YouTube) literally comes with the tagline, “Be a hero in your neighborhood.” 

But for many Super Bowl viewers, the Ring add came across as dystopian rather than heart-tugging, as any number of TikTok videos and Reddit posts can attest.