“Throwing the Monopoly board across the room has the potential to strengthen your relationship with your family.” That’s the unusual insight at the heart of a new brand advertising campaign from Monopoly that showcases kids raging after a turn doesn’t go their way.

I really wish I was in the room when they presented the insight behind this campaign to Hasbro. It’s bold, clever and deep in a way you don’t expect marketing to be. If it hasn’t already, this is sure to win some industry awards. And definitely make the Scrabble team jealous. I mean, for kids and adults alike, that’s a way more frustrating game than Monopoly ever was.