Which McDonald's slogan became famous through the 1971 advertising campaign featuring a tired traveler?

“You Deserve a Break Today” became famous through McDonald's 1971 advertising campaign featuring a tired traveler.

The slogan positioned a McDonald's visit as a deserved pause from work and daily responsibilities. Its emotional appeal differed from earlier slogans that emphasized finding the restaurant and from later lines that focused on personal enjoyment. The campaign helped make McDonald's advertising memorable beyond a simple product description.

The phrase is often associated with the broader growth of McDonald's national television advertising in the early 1970s. It was also adapted in music and repeated formats, which made it especially easy to remember.

The slogan should not be confused with “I'm Lovin' It,” launched globally in 2003. McDonald's has used different taglines for different advertising eras, and “You Deserve a Break Today” belongs to the brand's classic early-1970s period.