What slogan did McDonald's launch globally in 2003, beginning with the phrase “I'm”?

McDonald's launched the global slogan “I'm lovin' it” in 2003.

The campaign was introduced as a major worldwide advertising platform and was designed to give McDonald's a consistent phrase across many markets. Its wording used a first-person expression rather than directly telling customers what to do, making it adaptable to different advertisements, languages, and local promotions.

The campaign is especially associated with a short musical hook performed by Justin Timberlake in the original campaign material. The slogan and jingle then became closely linked with McDonald's television, radio, digital, and in-store marketing.

People sometimes confuse the slogan with earlier McDonald's campaigns such as “You Deserve a Break Today,” which dates from the 1970s, or “You, You're the One,” used in the 1980s. “I'm lovin' it” is the 2003 global platform.