What slogan appeared in McDonald’s global advertising campaign launched in 2003?

“I’m Lovin’ It” was the slogan in McDonald’s global advertising campaign launched in 2003.

The campaign began internationally in Munich, Germany, in September 2003, then expanded across markets. Its wording used a casual first-person expression rather than a direct command, allowing customers to connect the phrase with food, music, and everyday enjoyment. The campaign also introduced the familiar “ba da ba ba ba” musical signature.

McDonald’s selected the phrase after reviewing advertising concepts from several agencies. The campaign became one of the company’s most enduring global branding platforms and was adapted into many languages and local advertisements while retaining the English slogan in numerous markets.

“You Deserve a Break Today” belongs to an earlier McDonald’s campaign from the 1970s, so it is a frequent historical mix-up. “I’m Lovin’ It” is specifically associated with the company’s 21st-century worldwide identity.