McDonald's launched the global slogan “I'm Lovin' It” in 2003, beginning with a campaign that included a song performed by Justin Timberlake. The phrase became one of the company's best-known modern brand lines.
The campaign was developed through collaboration involving the advertising agency Heye & Partner and music producer Pharrell Williams. The jingle's “ba da ba ba ba” melody helped make the slogan recognizable across markets.
McDonald's had used many earlier slogans, including “You Deserve a Break Today.” “I'm Lovin' It” differed by becoming a global platform rather than a line used only in one national advertising market. Translations and local executions varied, but the English phrase remained the central international brand expression.