“I’m Lovin’ It” became McDonald’s global brand slogan when it launched internationally in 2003.
The campaign was introduced in Munich, Germany, in September 2003, then rolled out across McDonald’s markets. It used a short, conversational phrase and the now-famous “ba da ba ba ba” musical motif to give the company a more unified international advertising identity.
The campaign is often associated with Justin Timberlake because he appeared in an early commercial, but the slogan itself was created for McDonald’s advertising campaign rather than being the title of a Timberlake song. The campaign also involved the advertising agency Heye & Partner and music connected with Pusha T.
“I’m Lovin’ It” replaced a succession of nationally varied slogans with a line intended for use across languages and markets. It remains one of McDonald’s longest-running global brand platforms.