What global McDonald’s slogan launched in 2003 and used the phrase “I’m Lovin’ It”?

“I’m Lovin’ It” is the global McDonald’s slogan launched in 2003.

The campaign marked a move toward a single internationally recognizable phrase. Its short, conversational wording was designed to work across advertising formats and languages, while the accompanying “ba da ba ba ba” musical signature became strongly associated with McDonald’s commercials.

The campaign was first developed for McDonald’s in Germany and then expanded internationally. Pop performer Justin Timberlake appeared in an early campaign music video, although the slogan itself functioned as McDonald’s corporate advertising line rather than as a song title alone.

Earlier McDonald’s slogans, including “You Deserve a Break Today,” belonged to different advertising eras. “I’m Lovin’ It” should also not be confused with a restaurant menu item: it is a branding campaign and slogan used across products and markets.