“Ba da ba ba ba” is the five-note musical phrase associated with McDonald's “I'm Lovin' It” campaign.
The phrase functions as an audio logo, or sonic signature, for McDonald's. It is usually written with syllables rather than given a conventional song title, allowing audiences in different countries to recognize the sound even when the surrounding advertising is translated.
McDonald's introduced the phrase with the worldwide “I'm Lovin' It” campaign in 2003. The campaign combined the spoken or sung slogan with the short melody, creating a repeated audio cue across television, radio, online, and other promotional formats.
The phrase is sometimes mistakenly treated as the slogan itself. The slogan is “I'm Lovin' It”; “Ba da ba ba ba” is the accompanying five-note hook. Its compact length is part of its branding value because it can be placed at the end of a commercial as a quick, memorable sign-off.