McDonald’s introduced the “I’m lovin’ it” slogan through its global advertising campaign in 2003.
The campaign marked a major effort to give McDonald’s markets around the world a shared brand platform. The slogan was paired with a distinctive musical hook and appeared in advertising across multiple countries, helping connect local executions to one international identity.
The phrase was written in lowercase in much of the campaign’s branding, which gave it a casual, conversational appearance. McDonald’s retained the line for many years, making it one of the company’s longest-running modern slogans.
People sometimes attribute the campaign solely to a celebrity performer because Justin Timberlake appeared in an early music video connected with it. The campaign, however, was McDonald’s advertising program, not a Timberlake product or album title. The slogan’s exact apostrophe and lowercase styling are part of its recognizable presentation.