We were lovin’ it.

If you haven’t already, check out 20 Thousand Hertz podcast episode “I’m Lovin’ It” for a great in depth story on the creation of those 5 very memorable notes.

All that work and collaboration and global alignment paid off. McDonalds was united through a 5-note phrase that anyone could sing, or humm, or whistle, or play. So many different utterances allowed them to pivot through the years, which is exactly what a brand needs when, say, a global pandemic comes along.

During the summer of 2020, studies showed that we weren’t responding to the happy go lucky uber positive jingles. We were “not in the mood”. So McDonalds responded and created a more somber “COVID friendly” version where you hear a different celebrity voice, Brian Cox, singing ba da ba ba ba in a slightly off key version. Subtle, but effective in bringing the super happy bubbly mnemonic down a notch to be appropriate within the times.

Originally, the I’m Lovin’ It logo was only supposed to run 2 years. Now in its 18th year, McDonalds has yet to announce an end. But at this point does it matter?

I’m Lovin’ It has secured its place within the brand eco-system, the world and our hearts. If we never heard it in another commercial, would it disappear? Not likely. Someone, somewhere, at some time is bound to whistle a quick remembrance of that smile-inducing sound.

I’d say that this “jingle” graduated to a sonic logo somewhere around the 3rd note. We will be “Lovin’ It” for a long long time.