McDonald's launched “I'm Lovin' It” internationally in 2003.
The campaign marked a major effort to give McDonald's a single, consistent global advertising identity. The phrase was paired with a short musical motif and adapted for markets around the world while retaining the English tagline in many uses.
The campaign's launch involved music and advertising collaborators, and Justin Timberlake appeared in an early promotional music video connected with it. The “ba da ba ba ba” vocal hook became closely associated with the brand.
This slogan followed earlier McDonald's lines such as “You Deserve a Break Today.” Unlike many older campaigns, “I'm Lovin' It” was designed from the beginning as a global platform and remains one of the company's most recognizable branding phrases.