What phrase formed the vocal hook of McDonald's “I'm Lovin' It” advertising jingle?

“Ba da ba ba ba” formed the vocal hook of McDonald's “I'm Lovin' It” advertising jingle.

The hook was paired with the spoken or sung phrase “I'm lovin' it” when the global campaign launched in 2003. Its short, wordless-sounding syllables were designed to be memorable across languages and easy to use in different musical arrangements.

The campaign became one of McDonald's most persistent pieces of brand audio. Advertisements in different countries could vary in story, performers, and language while preserving the same recognizable musical identity.

The hook is often confused with older fast-food slogans because McDonald's had used many well-known advertising lines before 2003. “You Deserve a Break Today,” for example, was a separate campaign slogan from an earlier era. “Have it your way” belongs to Burger King, while “Finger lickin' good” is associated with KFC, not McDonald's.