McDonald's introduced the “I'm Lovin' It” slogan and campaign in 2003.
The campaign began internationally in Munich, Germany, and was created with the German advertising agency Heye & Partner. It used the slogan together with a distinctive “ba da ba ba ba” musical signature, helping McDonald's create a more unified global identity.
The campaign is sometimes dated to 2002 because development and early testing occurred before its official rollout. The public launch, however, is generally identified with 2003. Justin Timberlake appeared in an early campaign film, while the music associated with the campaign was performed by various artists in different markets.
“I'm Lovin' It” succeeded earlier slogans such as “You Deserve a Break Today.” Unlike a campaign tied mainly to a particular product or promotion, it expressed a broad, upbeat attitude intended to work across countries and media formats.