“I’m Lovin’ It” became McDonald’s global slogan in 2003.
The campaign marked a major effort to create a consistent worldwide brand message. Its informal first-person wording was designed to sound contemporary and to connect McDonald’s with enjoyment rather than simply describing a product or service.
The campaign was supported by television advertising, music and the familiar “ba da ba ba ba” vocal signature. Justin Timberlake appeared in an early campaign-related music video, while the slogan became the dominant global McDonald’s brand line.
It is often confused with earlier McDonald’s slogans such as “You Deserve a Break Today” and “We Love to See You Smile.” Those belong to previous advertising eras.