I'm lovin' it
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- The correct title of this article is i'm lovin' it. The initial letter is shown capitalized due to technical restrictions.
i'm lovin' it is an international branding campaign by McDonald's Corporation primarily aimed at people aged 15–24. It was created by Heye & Partner, a longtime McDonald's agency based in Unterhaching, Germany, near Munich, and a member of the DDB Worldwide Communications Group, Inc. It was the company's first global advertising campaign and was launched in Munich, Germany on September 2, 2003, under the German title ich liebe es. The English part of the campaign was launched on September 29, 2003 with the music of Tom Batoy and Franco Tortora (Mona Davis Music) and vocals by Justin Timberlake in which the slogan appears used in many of the introductory spots.
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[edit] Varieties in different languages
| Title | Language | Literal meaning | Used in |
|---|---|---|---|
| i’m lovin’ it | English | "I am loving it." | Austria, Australia, Belarus, Belgium, Bulgaria, Canada, Czech Republic, Denmark, Finland, Greece, Hong Kong, Hungary, India, Indonesia, Republic of Ireland, Israel, Italy, Japan, South Korea, Macau, Malaysia, Malta, New Zealand, Norway, Poland, Portugal, Puerto Rico, Romania, Serbia, Singapore, Slovak Republic, Slovenia, South Africa, Sweden, United Kingdom, United States and Lithuania. |
| ich liebe es | German | "I love it." | Germany, Switzerland, Netherlands, Netherlands Antilles, Aruba, Suriname, Estonia |
| أنا أحبه (ana uħibbuhu) as well as اكيد بحبه (akid behibuhu) | Arabic | "I love it." | Arabic-speaking countries in the Middle East |
| 我就喜欢 (我就喜歡) (Pinyin: Wǒ jiù xǐhuān) |
Chinese | "I just like (it)." | Mainland China, Taiwan |
| c’est tout ce que j’aime | French | "It's everything (that) I love." | France, French-speaking countries in West Africa |
| c’est ça que j’m | Canadian French | "That's what I love." (j'm = j'aime) |
Canada |
| love ko ‘to | Filipino | "I love this." | Philippines |
| me encanta | Spanish | "I love it." (lit. It enchants me) | Most Spanish-speaking countries in Latin America and United States, Puerto Rico |
| me encanta todo eso | Spanish | "I love all that." (lit. All that enchants me.) | Chile, Argentina |
| amo muito tudo isso | Portuguese | "I really love all of this." | Brazil |
| işte bunu seviyorum | Turkish | "This is what I love." | Turkey |
| вот что я люблю | Russian | "that is what I love." | Russia |
| я це люблю | Ukrainian | "I love it." | Ukraine |
| man tas patīk | Latvian | "I like it." | Latvia (though the English-language version is still common) |
| Ja’ tyck’ om ä’ | Swedish | "I like it." | Sweden (Norrland) |
| Jeg elsker det | Danish | "I love it." | Denmark |
[edit] I'd Hit It banner ad controversy
I'd Hit It is the name of a McDonald's banner ad, part of the i'm lovin' it campaign. The phrase is slang for sexual desire: to "hit it" with someone means to have sex with that person, usually used by a man concerning a woman. "I'd hit that" and "I'd tap that" are synonymous phrases.
McDonald's launched the I'd Hit It banner ad in late January 2005. The first frame features a man and the words, "Double cheeseburger?" in the next frame, he proclaims, "I'd Hit It," and then explains that he is a "dollar menu guy." The ad was quickly pulled from the internet after a flurry of controversy, which led to McDonald's publishing an apology in which they stated that the marketing department had misunderstood the term. [1]
The Boondocks comic strip on April 12, 2005, joked about this slogan. Huey Freeman comments on McDonald's attempt "to appeal to a young, urban demographic" in the advertisement and notes that "I think they're a bit confused." His friend Michael Caesar then adds "Can you even do that with a cheeseburger?"
