Which advertising campaign gave McDonald's the slogan “I’m Lovin’ It” in 2003?

The “I’m Lovin’ It” campaign gave McDonald's its slogan in 2003.

McDonald's launched the campaign internationally in 2003, making the phrase a central part of its global brand identity. The campaign was designed to provide a consistent message across countries while allowing local advertising and menu promotions to vary.

The branding is closely associated with the short musical hook “ba da ba ba ba,” which became a recurring audio signature in McDonald's advertisements. Justin Timberlake appeared in an early campaign advertisement, while the production and songwriting history involved several advertising and music professionals.

A common mix-up is treating “I’m Lovin’ It” as only a jingle or only a slogan. In McDonald's branding, it functioned as both: the words appeared as a tagline and the melody reinforced them in commercials. It replaced earlier slogans such as “You Deserve a Break Today” as the chain's most prominent global message.