Monopoly Determines ‘All Is Fair’ No Matter How Ruthless Game Night Gets

Game nights can often foster bonding among family and friends. But if someone breaks out the Monopoly board, it could also bring out the worst in some people. And despite the feuds, we wouldn’t have it any other way.

In celebration of Monopoly’s century-long journey, Hasbro is set to launch a fresh brand campaign, All Is Fair.

All is Fair honors the unabashed celebration of Monopoly’s unique dynamics. It proclaims that it is a game where players can embrace their inner ruthless capitalist, engaging in unapologetic acts like stealing money, trumping grownups, and striving to become property moguls. In essence, it turns even the dullest evenings into a night where mild-mannered relatives can transform into fierce competitors, all in the name of fun and strategy.

Created by The Martin Agency, the campaign doesn’t shy away from highlighting the fierce rivalry that makes Monopoly an enduring classic.

One of the spots titled 8-Year-Old Landlord follows a young girl as she patrols the Park Place property she is in charge of. She goes about firing staff and increasing rent for tenants, including her poor pregnant mother.

In another video, an older lady uses her age to her advantage, stating that being 75, she is often overlooked and trusted a little too much when she is given the role of the banker. She then starts slipping cash handed to her to look after into her sleeves as the rest of her family continue the game none-the-wiser.

Last year, Hasbro rolled out a similar initiative where it owned up to the fact that the board game sparks arguments. However, it also showed how that sometimes can be good, especially for the emotional development of children, by teaching them how to deal with disappointment and learning to let go.

All is Fair will air over multiple platforms, including television and streaming services, videos, podcasts, and social media. The initiative is slated to kick off on October 9 in Canada, followed by an October 24 debut in the US, and it will run its course through December.

So the next time you’re playing Monopoly and are thinking twice about stealing some money or increasing rent for no good reason, just remember that all is fair.

[via Famous Campaigns and The Toy Book, screenshots via Hasbro]