“I'm Lovin' It” is the McDonald's advertising slogan that began as a 2003 campaign and became a global brand phrase.
McDonald's launched the campaign in 2003, making it the company's first global advertising campaign. The slogan was written in a deliberately conversational style and was paired with a short musical signature that became closely linked to the brand.
The campaign was developed through work involving the German agency Heye & Partner and other agencies in McDonald's international advertising system. Singer Justin Timberlake appeared in an early campaign music video, while the slogan and jingle were adapted for many markets.
The phrase is sometimes written with different capitalization in informal references, but McDonald's branded it as “I'm Lovin' It.” It followed earlier slogans such as “You Deserve a Break Today.”