Miniac Partners With Ring on Super Bowl Ad "Be a Hero in Your Neighborhood"

Feb. 05, 2026

For a Super Bowl audience conditioned to expect spectacle, Ring took a decidedly different approach. Its Big Game spot, “Be A Hero In Your Neighborhood,” produced by Los Angeles–based production company Miniac, led by Stephen Roesler and Rogers Marquess, and directed by John Christopher Pina, which introduces Ring’s “Search Party” feature designed to help neighbors work together digitally to find lost pets, is built on hopefulness, community, and the universal bond between people and their pets. The spot will air during the 3rd quarter of the Super Bowl on NBC on February 8.

Effectively using Harry Nilsson’s classic “Without You,” “Be A Hero In Your Neighborhood” moves viewers through a montage of lost pet posters across neighborhoods and regions of the country before resolving on a hopeful reveal: Ring founder Jamie Siminoff holding his phone with the Search Party app open, reframing a familiar problem with a modern solution.

For Pina, the spot’s emphasis on reassurance and shared humanity was an intentional choice that aligns with Ring's broader brand evolution and reflects the level of work produced via Miniac’s multi-year creative partnership with the company.

Pina said:

“The idea is rooted in a shared truth: we’ve been looking for our lost pets the same way for generations, and now there’s a better, more connected way to do it. I also used the opportunity to introduce one of my favorite tracks, ‘Without You,’ which felt unexpectedly appropriate given the subject matter.”