McDonald's 2003 global advertising campaign associated with a song by Justin Timberlake was “I'm Lovin' It.”
The campaign introduced the phrase as a worldwide brand platform. Timberlake appeared in a promotional music video for the song, while the advertising rollout used the phrase, music, and visual identity across multiple markets. The campaign was created through international agency work involving Heye & Partner and was adapted for McDonald's global use.
The slogan is often treated as though Timberlake wrote or performed the entire advertising concept independently, but the campaign was a corporate marketing program built around a broader brand platform. “I'm Lovin' It” also differs from earlier McDonald's lines such as “You Deserve a Break Today.” Its longevity helped make it one of the chain's most recognizable modern brand signatures.