The memorable 'I'm lovin' it'' campaign and the feud between Justin Timberlake and Pusha T
''I'm lovin' it'' is the McDonald's longest-running marketing campaign in its over 76-year history.
At that time, in 2003, McDonald’s was looking for a new marketing strategy that was able to connect the fast food chain’s with customers in highly relevant way.
The company decided to abandon all the old and successful taglines after a competition between 14 international ad agencies, including the industry’s largest.
The winner was Heye & Partner, a longtime McDonald's agency based near Munich, in Germany and that is a member of the DDB Worldwide Communications Group, Inc.
The idea was about a campaign in which the payoff could spring forth from cell phones, wind chimes and sports arenas. And this is exactly what ''I'm lovin' it'' does.
“From the outset, music played a key role. Early on, Heye enlisted German-based music house Mona Davis Music to come up with a new sound for McDonald's. While the agency settled on hip-hop for the campaign's initial voice, it showed how other genres could appeal to different markets. But as with most revelations, the biggest one came by chance. Mona Davis president Tom Batoy was working in the studio with a backup singer whose part consisted of five notes, "Ba da ba ba ba." As she sang, Batoy suddenly realized he had found the new aural signature. "It comes so easily through your lips," he says. "Everybody can remember it."
"I'm Lovin' It" is not just a jingle, it’s a song that has been attributed to the American singer-songwriter Justin Timberlake. It was written by Pharrell Williams, Tom Batoy, Andreas Forberger and Franco Tortora and produced by The Neptunes.
It was the last June when it has been a turn up for the song; in fact the rapper Pusha T revealed his involvement with the song and claimed that he had created the "I'm Lovin' It" jingle.