What three-word slogan became McDonald's global brand line in 2003?

McDonald's adopted “I'm Lovin' It” as its global brand slogan in 2003.

The campaign was introduced internationally and used a distinctive five-note musical signature, often written as “ba da ba ba ba.” The phrase was designed to be short, conversational, and adaptable across languages and markets. It became one of the longest-running major campaign platforms in McDonald's branding history.

The slogan is often linked with singer Justin Timberlake because he appeared in an early campaign video, but the campaign itself was a McDonald's advertising initiative rather than a Timberlake song title. It also followed earlier slogans, including “You Deserve a Break Today.” The phrase remains closely identified with McDonald's worldwide marketing, even though local advertising executions and translations can vary.