INSITE OOH Media Platform

You know that everyday micro-question between friends, colleagues, even strangers  “You got gum?” It’s not even about fresh breath half the time. It’s about having something in your hand, something to do, something that keeps you feeling switched on while you’re stuck in traffic or walking into your next thing like you’ve got your life together.That’s the exact habit Extra picks up on  in its latest out-of-home campaign in Dubai. The brand last showed up mid-December, and now it’s reappearing with the same “fast-hit” logic: one product visual, one line.

On the green digital screens, you’ll spot an Arabic line translated to “chew paper,” but in real life lands closer to “just keep chewing.” It’s the kind of street-smart wording that feels instantly familiar, pulling from everyday slang and flipping it into a line that sticks. Extra takes that street-smart phrasing and twists it into a product moment which reflects on their gum as the paper-thin, always-there fix you reach for without thinking.
On the bridge execution, you see the phrase “PUT TODAY RIGHT ON THE TRACK.” paired with “chew good.” The two lines work together in a very deliberate way. One speaks to the moment getting back into rhythm, staying on track, while the other grounds that feeling in a simple, everyday action. As a piece of communication, it’s a smart split: one line sets the mindset, the other links it directly to the product.

As for the color choice, they went with green and pink for very specific reasons. Green is closely linked to freshness and renewal, which fits naturally with what people expect from chewing gum that quick feeling of reset. Pink adds a sense of energy and lightness, keeping the message from feeling too serious or heavy on the road. Together, the two colors help position Extra as something that refreshes you and lifts your mood.

The campaign arrived in the first week of January upon digital screens.