Which McDonald’s campaign launched the “I’m lovin’ it” slogan in 2003?

McDonald’s launched its “I’m lovin’ it” campaign in 2003.

The campaign was introduced internationally and used the phrase as a global brand platform rather than limiting it to one country’s advertising. Its energetic style, music, and simplified lowercase presentation were designed to make the brand feel contemporary and culturally adaptable.

The campaign is associated with the “ba da ba ba ba” musical signature. Justin Timberlake appeared in an early promotional music video connected with the campaign, while the slogan itself became the central verbal identity.

This slogan is different from “You deserve a break today,” McDonald’s major 1971 campaign. The earlier line emphasized taking a break; the 2003 platform emphasized an immediate personal response to the experience.