What three-word slogan did McDonald’s launch internationally in 2003?

McDonald’s launched the three-word slogan “I’m Lovin’ It” internationally in 2003.

The campaign was designed as a global brand platform, allowing McDonald’s to use the same central phrase across many countries while adapting advertisements to local languages and cultures. Its informal wording was intended to sound youthful, energetic, and conversational.

The campaign is closely associated with a jingle and with the “ba da ba ba ba” vocal hook. Justin Timberlake appeared in an early promotional music video connected with the campaign, while the phrase itself became the main McDonald’s tagline.

“I’m Lovin’ It” is sometimes confused with earlier slogans such as “You Deserve a Break Today.” The difference is chronological: the earlier lines belonged to previous advertising eras, while “I’m Lovin’ It” became McDonald’s long-running global platform from 2003 onward.