Citi has launched a new advertising campaign based around the theme of stories, positioning the brand as an enabler of positive human experiences. "What's your story?" each execution asks. "Citibank can help you write it." Work featured in the new campaign includes television and radio commercials, magazine and newspaper print, billboards and posters in major markets, and a variety of digital media. The stories in the campaign tap into emotion and humor, ultimately demonstrating Citi's role of providing the financial products and services that let people live out the best stories possible. The successful "What's your story" theme was previously used to advertise Citi Cards and has now been expanded to include the entire franchise.