For generations of Apple users, the sound that accompanies the switching on of their desktop computers is one that strikes an emotional chord to this day. AppleĪudio logos don't just appear in advertising, of course. Even if the mangled grammar of 'I'm lovin' it' makes professional writers like ourselves recoil in horror. Partly because of this, it still seems fresh and relevant today, 16 years on, as it did on first release. (There's a full blow by blow account on Pitchfork plus an excellent video explanation from Hodges U.)Ĭomposition claims aside, the secret to this audio logo is that it's ultra-flexible, and easily adapted to local markets, languages and cultures everywhere, as well as specific campaigns and different musical styles. The truth is confusingly complex, but essentially a succession of creatives contributed to the final jingle, including the German ad agency Heye & Partner, Justin Timberlake, Pharrell Williams, Pusha T, and others.
So much so, that there's been a great deal of controversy within the pop and hip-hop communities about who actually wrote it. The slogan 'I'm lovin' it', accompanied by a super-catchy “ba da ba ba ba” vocal hook, was universally popular and instantly recognisable. So it's perhaps surprising that the corporation, first launched as a franchise operation in 1955, waited almost half a century before it launched its first global marketing campaign, in 2003. Love it or loathe it, McDonald's certainly knows branding.
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