McDonald’s adopted “I’m lovin’ it” as its global advertising slogan in 2003.
The campaign marked a major effort to give McDonald’s a consistent worldwide identity while allowing advertisements to use local languages, music, and cultural references. The slogan was paired with a distinctive musical jingle and became one of the company’s most recognizable branding elements.
The campaign is often associated with singer Justin Timberlake, who appeared in an early promotional music video, and with the production team behind the jingle. However, the slogan itself is the brand phrase, not the name of a song or a specific commercial.
It is sometimes written with different capitalization in advertising, but the canonical wording uses an apostrophe in “I’m” and lowercase “lovin’.” The slogan followed earlier McDonald’s campaigns such as “You Deserve a Break Today” and “Have You Had Your Break Today?”