McDonald's global advertising slogan launched in 2003 was “I'm Lovin' It.” The campaign gave the company a common phrase and musical identity across many international markets.
The slogan was associated with a jingle performed in the original campaign by Justin Timberlake, while the creative work was developed by the German agency Heye & Partner. The phrase uses “lovin'” rather than the formal “loving.”
People sometimes remember the slogan as an older McDonald's line because the company had used several famous campaigns before 2003. Its predecessors included “You Deserve a Break Today,” introduced in 1971.
“I'm Lovin' It” remained closely associated with McDonald's branding for decades, although local advertising often adapted the campaign's music, language, and imagery for individual markets.