What phrase is sung in the signature jingle of McDonald's “I'm Lovin' It” campaign?

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

The campaign launched internationally in 2003 and used the short melodic phrase as an audio signature. The sound was designed to be memorable even when separated from a full advertisement, helping listeners recognize McDonald's branding quickly across television, radio, online media, and later platforms.

The campaign also used the words “I'm Lovin' It,” which became McDonald's global advertising slogan. The phrase “ba da ba ba ba” is the jingle's vocal hook, not a separate menu item or restaurant name. Its unusual syllables made the audio identity easy to repeat and adaptable across languages.

McDonald's introduced the campaign internationally rather than limiting it to one country's advertising. Justin Timberlake was featured in an early campaign song and advertisement, but the jingle itself became the more enduring brand element.