McDonald's introduced “I'm Lovin' It” in 2003 as one of its most recognizable global taglines.
The campaign launched internationally in September 2003 and was designed to give McDonald's a more unified worldwide voice. Its wording used an informal present-progressive phrase intended to sound conversational and emotionally positive rather than formal or corporate.
The campaign became especially associated with a short musical hook performed by Justin Timberlake, with production connected to the advertising campaign and later versions featuring the signature “ba da ba ba ba” sound. McDonald's has continued using the line for many years, making it one of the longest-running slogans in the brand's history.
It is often confused with “You Deserve a Break Today,” the famous earlier McDonald's slogan from the 1970s. The two taglines belong to different advertising eras.