McDonald's launched the “I'm Lovin' It” campaign worldwide in 2003.
The campaign marked a major shift toward a single global brand platform. Its short English phrase and distinctive “ba da ba ba ba” musical hook were adapted across markets, while local advertising could still feature regional performers and products.
The campaign is often associated with Justin Timberlake because he appeared in an early promotional music video, but the slogan belongs to McDonald's global advertising. The campaign was developed with the agency DDB Worldwide and became one of the company's longest-running brand platforms.
It followed earlier campaigns such as “You Deserve a Break Today” rather than replacing the Golden Arches themselves.