McDonald's advertising slogan introduced in 2003 was “I'm Lovin' It.”
The campaign launched internationally in 2003 and became one of McDonald's most enduring pieces of branding. Its wording used a casual first-person expression intended to connect the restaurant with enjoyment and everyday consumer experience.
The campaign is also notable for its musical identity. The English-language version used the phrase “ba da ba ba ba” and a song associated with Justin Timberlake, while advertising executions varied across countries and languages. The slogan was adapted for local markets rather than functioning as identical copy everywhere.
Earlier McDonald's slogans included “You Deserve a Break Today” and “You, You're the One.” Those campaigns are sometimes remembered more strongly in particular countries or generations, but “I'm Lovin' It” became the company's long-running global platform.