“I’m Lovin’ It” was the McDonald’s slogan launched internationally with a song recorded by Justin Timberlake in 2003. The campaign introduced a short, adaptable phrase intended to work across languages and markets.
The campaign began in Munich, Germany, and used the “ba da ba ba ba” musical hook as a key part of its identity. McDonald’s worked with advertising partners including Heye & Partner, and the campaign expanded globally after its initial launch.
Timberlake appeared in the song’s music video and recording, while the slogan itself became a long-running McDonald’s brand line. The relationship between the pop recording and the advertising campaign has led to confusion about who wrote or performed every version of the jingle; multiple contributors and adaptations were involved.
“I’m Lovin’ It” replaced earlier McDonald’s slogans in many markets but did not eliminate local variations. Its global rollout is the important branding milestone associated with 2003.