What global advertising slogan did McDonald's adopt in 2003?

McDonald's adopted the global advertising slogan “I'm Lovin' It” in 2003.

The campaign was created to provide a single, worldwide platform for McDonald's marketing. Its wording used informal language and a first-person expression intended to sound personal and conversational rather than like a formal corporate claim.

The campaign is strongly associated with a five-note musical signature, often called the “ba da ba ba ba” jingle. Justin Timberlake appeared in an early campaign music video, while the slogan and musical identity were used across many countries and formats.

“I'm Lovin' It” replaced earlier major slogans such as “You Deserve a Break Today.” It is a branding campaign, not the name of a menu item or a claim that the company was founded in 2003.