Ring Uses Its 2026 Super Bowl Ad to Help the U.S. Find Its Lost Dogs (Exclusive)

Ring is using the Super Bowl LX stage to spread the word about missing dogs.

Super Bowl 2026 will contain Ring’s first Super Bowl commercial, and PEOPLE has an exclusive look at the spot. The ad is dedicated to raising awareness about Ring’s Search Party feature, which recently expanded to be available to non-Ring camera owners.

“We’re showing something that I think is such an incredible invention that’s affecting so many people’s lives and bringing dogs back. It’s an amazing achievement. So I’m pretty excited,” Ring founder Jamie Siminoff tells PEOPLE about Search Party’s role in the Super Bowl ad.

The 30-second spot starts with the happy moment a young girl receives a puppy named Milo.

“Pets are family. But every year, 10 million go missing,” Siminoff, who appears in the commercial with his dog Biscuit, says in the ad, which then shifts to the same young girl hanging up a “Lost Dog” sign for Milo. “And the way we look for them hasn’t changed in years — until now.”

The commercial cycles through several more similar-looking lost dog signs before cutting to Siminoff explaining Ring’s Search Party feature, which now allows anyone searching for a lost dog, not just Ring camera owners, to download the Ring Neighbors App and post a missing canine.

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After posting a missing dog with Ring’s Search Party feature, outdoor Ring cameras in the neighborhood of the lost canine use AI-powered computer vision to look for dogs that resemble the photo posted in Search Part, if an outdoor Ring camera finds a potential match, the camera owner can review the footage alongside the missing dog’s photo and decide to send it to the pet’s owner to help with reunification.

Ring’s 2026 Super Bowl commercial ends with Search Party successfully finding Milo on a neighbor’s camera, leading to the dog’s safe return and the rise of a “neighborhood hero.”

In addition to making Search Party available to all users, Ring is committing $1 million to equip U.S. animal shelters with Ring cameras, aiming to assist 4,000 U.S. shelters with help from Petco Love and Best Friends Animal Society.

According to Ring, since launching the feature with Ring camera owners, Search Party has helped more than a dog a day reunite with their families. With this Super Bowl commercial, Siminoff is hoping to help even more.

“I hope this ad also just raises spirits a little bit. Here’s something that’s good that’s happening in the world. These are technologies that are doing good. So, at a minimum, I hope it does that,” he adds.

Siminoff stresses that Search Party is designed to honor and protect the privacy that Ring users value. Participating in Search Party is voluntary. Ring camera owners participating in Search Party see a photo of the missing dog alongside relevant footage from their own cameras and choose to share the information or ignore the alert on a case-by-case basis.

“I believe every neighbor wants to be a hero in situations like this,” Siminoff says. “I don’t think I’ve met a person who wants a family not to have a dog back.”