Which McDonald's advertising campaign launched globally in 2003?

The “I'm Lovin' It” campaign launched globally for McDonald's in 2003.

The campaign gave McDonald's a short, conversational phrase that could be used across countries and media. Its wording was paired with the familiar five-note musical signature, helping the brand connect advertising heard in different markets.

Justin Timberlake appeared in the original campaign-associated music video, and the campaign's music was connected with producer and songwriter Pharrell Williams. The slogan itself became one of McDonald's most enduring modern brand lines.

It is distinct from “You Deserve a Break Today,” the famous 1971 slogan. “I'm Lovin' It” was not merely a one-country restaurant promotion; it was introduced as a worldwide McDonald's marketing platform.