What phrase is sung in McDonald's long-running “I'm Lovin' It” jingle?

The phrase sung in McDonald's “I'm Lovin' It” jingle is “Ba da ba ba ba.”

The phrase functions as a vocal signature rather than a conventional sentence. It is normally heard alongside the English slogan “I'm Lovin' It,” with the melody and syllables designed to work across markets and languages. That combination made the campaign easy to recognize even when the surrounding advertising changed.

The campaign launched internationally in 2003 and became one of McDonald's most durable modern branding elements. People sometimes spell the sound in different ways, including “ba da ba ba bah” or “ba-da-ba-ba-ba.” The commonly cited written form is “ba da ba ba ba,” while the spoken and sung pronunciation is what gives the mnemonic its identity.