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.
Contents |
[edit] Varieties in different languages
| Title | Language | Literal meaning | Used in |
|---|---|---|---|
| i’m lovin’ it | English | "I am loving it." | Australia, Austria, Belarus, Belgium, Bulgaria, Canada, Taiwan, Czech Republic, Denmark, Estonia, Finland, Greece, Guatemala, Hong Kong, India, Indonesia, Republic of Ireland, Israel, Italy, Japan, South Korea, Macau, Malaysia, Malta, the Netherlands, New Zealand, Norway, Poland, Portugal, Romania, Singapore, Slovakia, Slovenia, South Africa, Spain, Suriname, Sweden, Switzerland, United Kingdom, and United States |
| 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 (Pinyin: Wǒ jiù xǐhuān) | Chinese | "I just like (it)." | Mainland China |
| c’est tout ce que j’aime | French | "It is all (that) I love." | France, French-speaking countries in West Africa |
| c’est ça que j’m | French | "That's what I love." (j'm = j'aime) |
Canada |
| ich liebe es | German | "I love it." | Germany |
| love ko ‘to | Filipino | "I love this." | Philippines |
| amo muito tudo isso | Portuguese | "I really love all that." | Brazil |
| me encanta | Spanish | "I love it." | Most Spanish-speaking countries in Latin America and United States |
| me encanta todo eso | Spanish | "I love all that." | Chile |
| işte bunu seviyorum | Turkish | "I love this." | Turkey |
| вот что я люблю | Russian | "Here's 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) |
| kocham to | Polish | "I love it." | Poland |
| Ja’ tyck’ om ä’ | Swedish | "I like it." | Sweden (Norrland) |
[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" (also referring to a person, as in "I'd hit that ass") is a less common but widely used synonymous phrase.
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. [citation needed]
The Boondocks comic strip joked about this slogan. Huey comments on the obvious attempt to appeal to the urban demographic in the advertisement, and notes that "they must be confused." His friend then adds "Can you even do that to a cheeseburger?"
[edit] Global auditions
As part of the i'm lovin' it campaign, in 2006 the company ran a worldwide Internet contest in 18 languages to select 25 winners to appear on McDonald's packaging. Contestants had to visit the McDonald's website and then fill out their information, contribute a 100 word essay of them lovin' something they do and upload a clear picture of it.
[edit] See also
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