McDonald's launched the slogan “I'm lovin' it” in 2003.
The campaign was introduced internationally as a unified McDonald's brand platform. Its lowercase styling and upbeat phrase were designed to sound conversational and personal rather than like a formal corporate statement.
The campaign is associated with music by the production team behind the original song recording, and Justin Timberlake appeared in an early version of the advertising. McDonald's adapted the campaign across markets while retaining the central English phrase in many uses.
People sometimes confuse “I'm lovin' it” with earlier McDonald's slogans such as “You Deserve a Break Today” or “We Love to See You Smile.” Those campaigns belong to different periods, while “I'm lovin' it” began in 2003 and became the chain's long-running global tagline.