What global McDonald's campaign launched in 2003 with the phrase “I'm Lovin' It”?

“I'm Lovin' It” is the global McDonald's campaign launched in 2003.

The campaign gave McDonald's a common marketing phrase across many countries and was accompanied by the distinctive “ba da ba ba ba” musical hook. A global slogan helped the company coordinate its advertising while allowing individual markets to adapt commercials and supporting messages to local audiences.

The campaign is associated with a song recorded by Justin Timberlake, although the phrase and advertising program belong to McDonald's branding. McDonald's retained the slogan for many years, making it one of the company’s longest-running modern brand platforms.

A frequent mistake is treating “I'm Lovin' It” as a product name or as an older slogan from the 1970s. It was introduced in 2003, decades after the Golden Arches and “You Deserve a Break Today” campaigns.