What advertising campaign did McDonald's launch globally in 2003?

McDonald's launched the global advertising campaign “I'm lovin' it” in 2003.

The campaign introduced a short, conversational phrase intended to work across many countries and languages. Its wording connected the McDonald’s experience with enjoyment rather than describing only a particular menu item.

The campaign used television, radio, print, packaging, and other marketing formats. The lowercase styling and compact phrase helped it function as both a slogan and a recognizable part of the brand identity.

The campaign is sometimes confused with earlier McDonald’s slogans, including “You Deserve a Break Today.” Those earlier lines belonged to different advertising eras. “I'm lovin' it” is the campaign associated with the global launch in 2003.