• by Fern Siegel , October 10, 2025

Citi is returning to the premium credit-card market after a four-year absence with “That's the Point” campaign.

The creative by P1T, a unit within Publicis Groupe, introduces the new Citi Strata Elite card. The tagline sums up its travel, dining and lifestyle hook: "Rewards where it counts. That's the point."

Two spots comprise the luxury push: The 30-second Savvy Mom and the 15-second Luxury Layover. Each features actress Kristin Bell (“Frozen,” “Forgetting Sarah Marshall”) and her “fake children.”

The campaign runs on TV/OLV/streaming, social media (Instagram, Facebook, TikTok), display, digital high impact and out-of-home. Pete Johnson, EVP/executive creative director at P1T, says: “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.”

The agency and Citi teamed on creative and media strategy, as well as product development.

Elyse Lesley, head of USPB marketing/franchise development at Citi, added Bell helps tell its story “with a lighthearted twist, conveying the rewards and benefits our card members can unlock, plainly and simply.”

The campaign runs through 2026.