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