“Every year, 10 million dogs go missing, but the way we look for them hasn’t changed. Until now …”

Has a cleaner, more compelling tagline ever been written? In its Super Bowl spot, Ring shines a light on a new product feature, called Search Party for Dogs, that the company rolled out last fall. Since its release, the service has reunited more than a dog per day, according to the company.

While the use case of the product is clear, the ad itself is a bit busy. It jumps around, both in its tone and subject matter, complicating an otherwise straightforward concept. But is it still effective? 

Here’s what creatives thought of the ad:

Gordy Sang, Cofounder and Chief Creative Officer, Quality Meats

Feel like this brief and product could’ve led to pretty great/simple/powerful storytelling, plus people are suckers for dogs, so it feels like kind of a shame that it’s a walky-talky founder film with highly specific product features.

Daniel Gonzalez, Creative Director, Remezcla

Ring was another spot that stood out by clearly explaining what its product does. Its new AI-powered feature showed a tangible, human benefit for a technology that’s often framed as abstract or ominous: find a lost dog in the neighborhood. I love it. I’m getting a dog now.

Seth Hargrave, CEO, MediaTwo

Adding in the “aww” factor gives such a relatable reason to buy. Pushing key considerations beyond home security is a value proposition that sets Ring apart from competitive products and even legacy home security brands. This is a good example of messaging that unites rather than divides in a time when that’s desperately needed. It’s not about good versus bad, but rather neighbors being neighborly. 

Andrew Becks, CEO, 301Digital

Compared with other ads, my gut says that this will be the most effective at driving sales and immediate action. Aside from the strong emotional appeal that will likely resonate with dog owners, the call to action at the end, coupled with availability for existing users across the entire Ring portfolio, is a smart way to help their message reach new and existing customers at once. Since the doorbell camera market is crowded as to be almost commodified, I think this approach will help Ring rise above the noise by offering such a unique value proposition as part of their core offering.

Watch Ring’s Super Bowl 60 Ad, “Search Party for Dogs,” below.