McDonald's launched the global slogan “I'm lovin' it” in 2003.
The campaign began internationally in September 2003 and used the phrase across advertising, packaging, and other brand communications. Its informal wording was intended to sound conversational and emotionally positive rather than like a traditional product claim.
The campaign is strongly associated with a short musical hook and the vocal performance of Justin Timberlake in the early advertising rollout. The branding was adapted for different markets while retaining the English phrase and its familiar melody in many places.
“I'm lovin' it” followed earlier McDonald's slogans, including “You Deserve a Break Today.” It is therefore distinct from the company's 1971 campaign and should not be dated to the era of the original McDonaldland advertisements.