The global McDonald’s advertising campaign launched in 2003 was “I’m lovin’ it.”
The campaign became one of McDonald’s most recognizable modern branding efforts and was designed for use across multiple countries and languages. Its short, conversational phrase expressed enjoyment rather than describing a particular menu item.
The campaign also used a musical hook commonly rendered as “ba da ba ba ba.” Justin Timberlake appeared in an early music video connected with the campaign, while the jingle became more enduring than any single commercial.
People sometimes confuse the campaign with earlier McDonald’s slogans, including “You Deserve a Break Today,” which dates from the 1970s. “I’m lovin’ it” marked a later move toward a consistent worldwide brand message.