Bad Bunny’s Neighborliness Is the Antidote to Ring’s Dystopian Vision

Sunday’s Super Bowl was mostly an exercise in foregone conclusions: Bad Bunny’s halftime show would show off his talent and creativity, the Seahawks would grimly dominate the pitiable Patriots, and I would shout “Get fucked!” at the television when the inevitable commercial for ICE aired. But there was one surprise discussion that sprang to life the morning after the big game—involving lost dogs, the all-encompassing surveillance state into which we’ve gotten locked, and what it means to be a neighbor.

The proximate cause of all this agita was the commercial for Ring, whose doorbell cameras are among the most popular in the country. In their Super Bowl spot, Ring touted a feature called Search Party, a new(ish) AI-enabled “familiar faces” tool that the Amazon-owned company has billed as a way for lost pets to be easily recovered: Just upload a picture of the missing pet into Ring’s database, and it will deploy all the Ring cameras in the area as a dragnet to search for the wayward animal. As Mashable’s Chance Townsend reported in July 2025, these AI tools were the brainchild of recently returned founder Jamie Siminoff—who, perhaps not coincidentally, reversed the company’s previous decision to back away from working hand in glove with law enforcement.

Against that backdrop, it was perhaps inevitable that Ring’s commercial went over so badly with viewers. In fact, one of the few nice things I can say about the ad was that it was the first thing in a long while to invite unified criticism from voices all across the political spectrum. That included Matt Nelson, of WeRateDogs fame, who published a blistering video critique of the ad: “Neither Ring’s products nor its business model are built around finding lost pets,” and even if they were, it’s a job that Ring does very badly: “Ring claims that the ‘Search Party’ feature finds one dog a day,” Nelson said. “This would equate to roughly .03 percent of the over one million lost or found pet reports posted to the Ring app annually.” If this is something Ring is touting as a core competency, it could be that they’re pulling the wool over your eyes.

What Ring is, Nelson observed, is “a lucrative mass surveillance network” that turns “private homes into surveillance outposts and well-meaning neighbors into informants.” Jason Koebler of 404 Media concurs:

With Ring’s recent partnership with Flock, which will further facilitate the sharing of video footage with police, and its new Search Party feature, the message is clear: Ring is still, again, and always will be in the business of leveraging its network of luxury surveillance consumers as a law enforcement tool. After years of saying it wasn’t doing facial recognition and that it was focused more on “object recognition,” it has now explicitly launched “friendly” versions of facial recognition and facial recognition-adjacent technologies.

CNBC reported on Thursday that Ring canceled its partnership with Flock because of the public backlash over this Super Bowl advertisement. The report noted further friction building at other tech companies, with Salesforce employees pressuring company CEO Marc Benioff to “cancel ICE opportunities,” and employees at Google making similar demands that the firm “divest itself from ICE and U.S. Customs and Border Protection.”

The transformation of “friendly” tech into tools for the police state has been something of a trend lately. Flock security cameras deployed at schools across the country, ostensibly for the purpose of keeping kids safe, have been used to “assist Donald Trump’s mass immigration enforcement campaign,” according to a recent report from The Guardian. And while firms like Ring and TikTok go to extravagant lengths to say that they do not directly feed your data to law enforcement agencies, the fact is that data originating from these firms can frequently find its way into the hands of partners, data brokers, and other third parties who’ve made no such commitment. From there, as TNR contributor Logan McMillen pointed out this week, the government can simply purchase that data, circumventing your constitutional rights. It’s always best to assume that any technology firm not explicitly against the surveillance state will eventually become a tool of it.

With more and more of us reading stories about ICE’s predations—or experiencing them firsthand—it’s not a surprise that Ring’s happy puppy commercial landed the way it did. As I’ve said before, ICE and Customs and Border Protection aren’t actually doing immigration enforcement. They are a tentacle of the war on terror that’s been turned against the American people, armed with cutting-edge technology. People are slowly waking up to the dystopian nature of these arrangements.

But there’s another awakening happening in the cities and towns currently facing down the threat of state violence and terror. People are rediscovering what it means to be a neighbor and to live in a community. In places like Springfield, Ohio, faith communities are banding together to protect those targeted by Trump’s mass deportation machine. In Minneapolis, neighbors are assisting one another in keeping their kids safe, bringing food to those who fear venturing out, and raising rent money for people who can’t go to work with federal agents lurking around. Here’s a fun fact: This sort of neighborliness is how we used to find lost dogs.

We talk all the time about how Trump and his minions are shredding the fabric of democracy and tearing apart the civic institutions that have served us in good stead. But wherever Trump’s hammer has fallen the hardest, good people have responded by working together as neighbors, to reknit what has been torn asunder and reinforce their bonds to one another and their commitment to our patriotic values. As The Atlantic’s Adam Serwer observed: “Minnesotans have shown that their community is socially cohesive—because of its diversity and not in spite of it. Minnesotans have found and loved one another in a world atomized by social media, where empty men have tried to fill their lonely soul with lies about their own inherent superiority. Minnesotans have preserved everything worthwhile about ‘Western civilization,’ while armed brutes try to tear it down by force.”

It’s an auspicious coincidence that Sunday’s Super Bowl offered a counterargument to Ring’s dystopian vision in the form of Bad Bunny’s halftime spectacle, which featured the “La Casita” concept that made his recent Las Vegas residency so critically acclaimed. In his vision, the front porch isn’t some fortress ringed by fear and suspicion; it’s a window to a wider world of neighbors, community, and joy, all washing up on one’s doorstep, inviting us out. I know which neighborhood I’d rather live in—and I know which one I’d trust to find my dog, as well.

This article first appeared in Power Mad, a weekly TNR newsletter authored by deputy editor Jason Linkins. Sign up here.