What McDonald’s advertising slogan launched in the United States in 2003?

McDonald’s advertising slogan launched in the United States in 2003 was “I’m Lovin’ It.”

The campaign was introduced internationally in 2003 and became McDonald’s first global advertising campaign. Its short phrase was paired with the “ba da ba ba ba” musical mnemonic, helping the slogan work across television, radio, packaging, and restaurant materials.

The campaign is associated with the German advertising agency Heye & Partner and was adapted for markets around the world. Justin Timberlake appeared in an early promotional music video, while the broader campaign used many performers and local executions. The slogan was designed to sound conversational rather than like a formal corporate promise.

Earlier McDonald’s slogans included “You Deserve a Break Today,” which became famous in the 1970s. “Have It Your Way” belongs to Burger King, and “Think Different” was used by Apple. Those comparisons explain why slogan attribution can be confusing, especially when several fast-food and technology campaigns are remembered from the same era.