Miniac Partners with Ring on Super Bowl Ad 'Be a Hero in Your Neighborhood'

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. “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,” Pina says. “I also used the opportunity to introduce one of my favorite tracks, ‘Without You,’ which felt unexpectedly appropriate given the subject matter.”

CREDITS

Client: Amazon/Ring

Project: “Be A Hero In Your Neighborhood” (:30)

Airdate: February 8 (Super Bowl ad)

Agency: In-House

Chief Commercial Officer: Mimi Swain 

Head of Marketing: Amy Wiedemann 

Executive Creative Director: Bob Partridge

Associate Creative Director / Copywriter: Riley Trela 

Head of Production: Reilly Park 

Executive Producer: Christopher Kosinski 

Sr. Creative Producer: Julian Clark 

Associate Art Director: Viktor Hernandez

Production & Offline: Miniac, Los Angeles/New York

Director: John Christopher Pina

Executive Producers: Stephen Roesler, Rogers Marquess

Producer: Austin Sepulveda

DP: Mike Gioulakis

Production Designer: Adam Wilson 

Costume Designer: Phoenix Mellow

Editor: Josh Hegard

Post Producer: Clare Stukel

Color: Harbor Picture Company, New York/Santa Monica

Colorist: Paul Yacono

Visual Effects: Bemo, Los Angeles

VFX Lead: Brandon Hirzel

VFX EP: Alessandra Serrano