Citibank has unveiled a new campaign starring actress Kristen Bell to promote its latest premium credit card, the Strata Elite.
The campaign, titled “That’s the Point,” uses Bell’s trademark humour to satirise the traditional luxury lifestyle often associated with high-end credit cards.
Bell, who is known for her roles in The Good Place, Frozen and Forgetting Sarah Marshall, plays a fictionalised version of herself — a glamorous working mother who goes to comically exaggerated lengths to earn reward points.
The ads use Bell’s self-aware humour to flip the typical celebrity endorsement by revealing her luxury lifestyle is motivated less by indulgence and more by maximising card perks.
In the 30-second spot “Savvy Mom,” Bell is shown enjoying beach resorts, fine dining and first-class flights, before jokingly confessing that it’s all “for the points.”
The ad closes with her tucking her fake children into bed, saying: “I love you more than all the stars in the sky and slightly more than all the points I’m earning.”
A shorter 15-second film, “Luxury Layover,” sees Bell explaining to her children that luxury travel isn’t about bonding, but about enjoying card benefits such as access to the Admirals Club.
By using humour and parody, Citibank’s campaign aims to differentiate the Strata Elite card in a crowded premium market, appealing to consumers who value both status and self-awareness.