“I'm Lovin' It” debuted as a McDonald's advertising slogan in 2003.
The campaign was launched internationally in September 2003 and used the phrase in advertising, packaging, and other brand communications. Its informal wording was designed to sound conversational and upbeat, while the accompanying “ba da ba ba ba” audio signature made the campaign easy to recognize across markets.
The slogan became one of McDonald's longest-running global brand platforms. Local advertising could adapt the campaign to different languages and cultures while retaining the English phrase and musical identity in many markets.
A common mix-up concerns the campaign's music and its slogan. The question asks for the slogan, not the performer associated with a particular recording or commercial. Earlier McDonald's slogans, including “You Deserve a Break Today,” belong to different advertising eras.