I’m Lovin’ It – Ich Liebe Es

McDonald’s has been running  i’m lovin’ it, its first global campaign, since 2003.

Although developed by a German agency (Heye & Partner, part of the global DDB network), Germany is one of a minority of countries where the line is translated – ich liebe es. (The French went for c’est tout ce que j’aime, and the Spanish have me encanta.)

Although a fine and successful line, it does open McDonald’s up to mockery, doubtless unfair, based on the corpulence a love of fast food brings in its wake. One of the best-known persiflages was a calendar, featured in 2007 on the lollitop blog.

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