McDonald's introduced the “I'm Lovin' It” campaign worldwide in 2003.
The campaign became one of the company's most enduring modern brand platforms. Its short, conversational phrase was paired with a musical identity and used across television, radio, digital media, packaging, and restaurant marketing. The wording was intentionally informal, matching a more contemporary advertising style.
The campaign is closely associated with the “ba da ba ba ba” musical signature. Justin Timberlake appeared in an early version of the campaign's music video, while the phrase itself became the central global brand line.
The year is sometimes misremembered because McDonald's has used many slogans over a long history. “You Deserve a Break Today” dates from 1971, while “I'm Lovin' It” belongs to the 2003 global campaign. The campaign's continued use does not change its original launch year.