McDonald's introduced the advertising slogan “I'm Lovin' It” in 2003.
The campaign marked a major effort to give McDonald's a consistent global brand message. Unlike many earlier slogans that were strongly tied to individual English-speaking markets, “I'm Lovin' It” was adapted and translated for use in countries around the world. Its casual wording emphasized personal enjoyment rather than a specific product or promotion.
The campaign is also associated with the song “I'm Lovin' It,” recorded by Justin Timberlake. The slogan's distinctive “ba da ba ba ba” musical signature became a recurring part of McDonald's audio branding, although the slogan and the jingle are separate elements.
Earlier McDonald's campaigns included “You Deserve a Break Today” and “We Love to See You Smile.” Those slogans belong to different periods, so they should not be substituted for the 2003 global campaign.