“I'm lovin' it” was the name of McDonald's global branding campaign launched in 2003.
The campaign was introduced internationally with the lowercase phrase and the “ba da ba ba ba” musical tag. It marked a move toward one globally recognizable platform while allowing individual markets to adapt advertisements, languages, and talent.
McDonald's worked with advertising agencies on the campaign, and the phrase was associated with music by Pusha T and a vocal recording by Justin Timberlake in the launch period. Those contributors are sometimes incorrectly described as the sole creators of the entire campaign; the branding program involved corporate and agency work.
The phrase became a long-running corporate slogan, unlike many short-lived promotional lines. Its lowercase typography and musical hook also helped make the campaign recognizable beyond the words alone.