What is the name of McDonald's advertising slogan launched globally in 2003?

“I'm Lovin' It” is the McDonald's advertising slogan launched globally in 2003.

McDonald's introduced the campaign in 2003 as a new worldwide platform for its advertising. The phrase was written in lower-case styling in many brand treatments and was designed to sound conversational, upbeat, and easy to adapt across markets. It replaced several earlier campaign ideas with a more unified international message.

The campaign used a musical identity as well as the spoken line. Justin Timberlake recorded a song connected with the campaign, while the “ba da ba ba ba” mnemonic became a major part of McDonald's audio branding. The campaign was developed with international agency partners, including Heye & Partner.

People sometimes date the slogan to the early 2000s without distinguishing its global launch year. The specific year is 2003. It remains one of McDonald's longest-running modern brand platforms and is separate from earlier slogans such as “You Deserve a Break Today.”