Kristen Bell Stars in Citi’s Witty Return to the Premium Card Market

Citi has launched its first premium credit card advertising campaign in nearly five years. Developed by 'P1T' a bespoke unit within Publicis Groupe, the 'That's the Point' campaign – featuring comedic actress Kristen Bell – introduces the new Citi Strata Elite card.

This marks a significant milestone for Citi, marking the brand’s re-entry to the premium credit card space as part of Citi’s strategy to offer a diverse product set that meets varying consumer needs and preferences. The Citi Strata Elite card offers one of the highest earn rates in the market along with valuable lifestyle benefits designed to appeal to this coveted demographic.

This campaign stands out for the unprecedented level of collaboration between Citi and P1T — a partnership that went beyond marketing to influence the product itself. Together, the teams helped shape the Citi Strata Elite card’s benefits, features, and even its name, setting a new benchmark for how brands and agencies can co-create financial products from the ground up.

The campaign has launched across TV/OLV/streaming, social media (Instagram, Facebook, TikTok), display, digital high impact, and out-of-home. Further campaign details are below.

The 'That's the Point' campaign represents Citi's strategic return to the premium credit card market after a four-year absence. The campaign features America's sweetheart Kristen Bell in a national advertising push that positions the Citi Strata Elite as the perfect solution for affluent consumers seeking both high rewards and premium lifestyle benefits. The integrated campaign spans multiple channels including television, streaming, social media, and out-of-home advertising, highlighting the card's travel, dining, and lifestyle benefits.

Elyse Lesley, head of USPB marketing and franchise development at Citi, explained, “Working as a collective team across marketing and product, and with P1T, we’ve created a campaign that resonates with today’s savvy cardmembers, delivering value where they want it most: travel and dining. We’re excited to mark our return to the premium card space with Kristen Bell to help us tell that story with a lighthearted twist, conveying the rewards and benefits our cardmembers can unlock, plainly and simply.”

​Pete Johnson, EVP executive creative director at P1T, said, “This campaign is different. We didn’t just make ads — we were part of shaping the product. The Citi Strata Elite card and its campaign came out of a real partnership between Publicis and Citi, where creative ideas influenced how to truly bring the value prop to life. And with Kristen Bell as our spokesperson, we’ve got the right mix of approachable, aspirational, and entertaining — exactly what premium card customers want today.”

Kristen Bell, renowned comedic actress and campaign spokesperson, said, “I can’t help it — I’m obsessed with earning points. That’s why teaming up with Citi on the Citi Strata Elite Card was a natural fit. I love that it has rewards I’ll actually use. Whether I’m traveling to a new destination, grabbing dinner with friends, or planning my next family trip, the premium benefits and rewards make all of my purchases feel smarter. Plus, it’s my first-ever metal card, so pulling it out of my wallet feels pretty chic. I can’t wait to see all the adventures my Citi Strata Elite Card will take me on.”