What two-word McDonald's slogan became famous through a 1971 advertising campaign?

McDonald's famous 1971 advertising slogan was “You Deserve a Break Today.”

The line framed a visit to McDonald's as a deserved pause from everyday work and responsibilities. It was created by Needham, Harper & Steers, the advertising agency handling McDonald's account at the time, and became one of the most remembered slogans in American advertising.

The campaign helped move McDonald's branding beyond simple product promotion. Instead of focusing only on hamburgers, fries, or speed, it connected the restaurant with an emotional benefit: taking a pleasant break.

The slogan is often confused with later McDonald's lines such as “I'm Lovin' It.” They belong to different eras. “You Deserve a Break Today” dates from the early 1970s, while “I'm Lovin' It” was introduced globally in 2003.