McDonald's 2003 advertising campaign built around a five-note musical motif was “I'm Lovin' It.”
The campaign introduced a globally coordinated McDonald's marketing platform in 2003. Its slogan was paired with a distinctive musical hook commonly known as the “ba da ba ba ba” motif. The combination was designed to work across languages and markets while retaining a consistent audio identity.
The campaign is often associated with the singer Justin Timberlake because he appeared in an early commercial and recorded a related song. The advertising music and slogan, however, were part of a broader McDonald's campaign rather than simply a Timberlake release.
The slogan is distinct from earlier McDonald's taglines such as “You Deserve a Break Today.” The campaign's importance in branding came from joining a short verbal phrase, a repeatable melody, and international advertising execution under one identity.