Talk:I'm lovin' it

Untitled
This article has been deleted and the contents merged into the List of McDonald's TV campaigns and slogans article as per the discussion at Talk:List of McDonald's TV campaigns and slogans.

The proposal was posted on October 24, 2007, and the merge occurred after a five day commentary period in which no one opposed the merger.

- Jeremy (Jerem43 07:28, 31 October 2007 (UTC))

Japanese slogan
I contend that the Japanese national variety would be "aimu rabin itto" or アイム　ラビン　イット or "aimu rabin itto" as the only way it appears in commercials is always in roman alphabet, "i'm lovin it". The pronounciation in the televised commercials is also a lot closer to the English than the Japanese. Although "aimu rabin itto" might be how the general Japanese person pronounces it it's as wrong listing it as a "national variety" as listening "Ajm lavving itt" as a Swedish national variety (how "i'm lovin' it" would be represented phonetically in Swedish. Therefore I'm removing that reference. --60.40.63.114 16:23, 17 January 2006 (UTC)


 * It should probably stay as "I'm Lovin' It". ラビン may not make much sense for reading it.  This is the English wiki afterall.  If the idea is to document the "I'm lovin' it" slogan campaign around the globe it would be best to keep it how it is represented in marketing terms.  Without an internal memo you probably wouldn't know if they refer to the phrase in katakana or  an okurigana phrase.  More people would recognize the romanization then a katakana translation of a romanized marketing term. --69.218.239.211 18:37, 24 September 2006 (UTC)

Some groundrules
This article deserves to remain seperate from McDonald's TV campaigns and slogans,


 * 1) as it talks of one of the few truly international ad campaign ever undertaken.
 * 2) as we need more articles on the art of advertising; I'm in college for the subject, and Wikipedia lacks greatly.

If anyone takes issue, talk to me before deleting it again. -- user:zanimum

September 2, 2003 - (Munich, Germany) - "i'm lovin' it?." "ich liebe es?." This simple expression of pleasure in everyday life will soon make its way into the vocabulary of McDonald's 47 million daily customers in more than 100 countries as the Golden Arches launches its unprecedented worldwide brand campaign today from Munich, Germany.

"i'm lovin' it?" is the centerpiece of a new marketing strategy that will connect McDonald's with customers in highly relevant, culturally significant ways around the world. Key to this campaign are five new cutting-edge, high-energy television commercials that reflect the lifestyles and attitudes of today's customers and culture. "The 'i'm lovin' it?' campaign is unprecedented in McDonald's history as more than 100 countries unite behind a single brand message to our customers," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing Officer. "It's much more than just a new tagline or commercials - it's a new way of thinking about and expressing our worldwide brand appeal to the consumer."

The first McDonald's worldwide campaign ever produced outside the U.S., "i'm lovin' it?" is the culmination of a breakthrough "competition of ideas" held in February among McDonald's top international advertising agencies to spark a new brand attitude and direction. 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.

"We challenged our agency partners to put aside everything they knew about us and come up with fresh, original thinking, all of it with today's customers in mind," said Light. "'i'm lovin' it?' represents the best of what we felt were a number of outstanding ideas, many of which will be incorporated into future marketing programs."

Five Launch Spots to Air Worldwide in September The launch of "i'm lovin' it?" by McDonald's countries worldwide marks a key milestone in McDonald's marketing revitalization process. It is the first time in the company's history that a single set of commercials and a single brand message will be used concurrently around the world. Moving forward, McDonald's countries will incorporate the "i'm lovin' it?" theme into advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives.

The five new "i'm lovin' it?" launch commercials were shot in 12 languages and a variety of locations including the Czech Republic, Brazil, South Africa and Malaysia. They depict how consumers from around the world feel about the brand and the way McDonald's fits into their lives. The spots include three brand versions (young adult, families and general), one featuring McDonald's World Famous Fries? and one starring Ronald McDonald?. James Brown of UK-based Smuggler/Stink Productions was lead director. He was chosen from a pool of more than 100 top directors considered by McDonald's. Music development was led by Mona Davis Music based in Munich and Los Angeles.

"We will communicate a consistent brand message while at the same time capturing the spirit, music and flavor of each local country," said Light. "This first-of-its-kind borderless approach will let us capitalize on the powerful energy of our entire worldwide system."

Superstar Justin Timberlake Featured in New Campaign In addition to singing vocals in the global launch commercials, Timberlake will make cameo appearances throughout the campaign. He will also work with McDonald's on developing new and innovative ways to connect with today's culture and young consumers. In addition, McDonald's plans to sponsor the Justin Timberlake 2003 European tour, which kicks off in November in Germany.

"Justin is perfect for the McDonald's brand and our 'i'm lovin' it?' campaign, which is based on connecting to our customers in fresh, modern, relevant ways," said Light. "That's what Justin and his music are all about."

New Campaign Signals Broader "Rolling Energy" Marketing Approach According to Light, the McDonald's "i'm lovin' it?" campaign is a key ingredient in the company's new marketing approach intended to invigorate, revitalize and energize brand McDonald's worldwide. Called "Rolling Energy," it involves McDonald's first-ever integrated global two-year marketing calendar that will provide consistency in messaging and communications to customers and employees. The "Rolling Energy" program features a variety of integrated marketing activities, including promotions, media planning, new products, merchandising and internal marketing.

"When we leverage our resources, talent and infrastructure, the power of the McDonald's system is unparalleled," Light added. "We're working together to move this brand forward into the 21st Century in a way that our customers worldwide will find fresh and appealing."

McDonald's is the world's leading food service retailer with more than 30,000 local McDonald's restaurants serving 47 million customers each day in more than 100 countries. More than 80 percent of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women.

The article mentions a "fiasco" to do with the 'I'd hit it' campaign. What was the nature of the fiasco? Which groups of people were involved? How widespread was this "fiasco"? Did it cause MCDONALDS to stop using that line in their ads? If someone knows the answers to these questions, please put them into the article. - Anon

"me encanta todo eso" is said to be used because of "copyright" issues. Are those truly copyright issues, or are they trademark issues?

"Unnofficial history of 'I'd hit it'"
I removed this:

== Unofficial History of 'I'd hit it!' ==

The term 'I'd hit it' originally was mentioned by Justin Timberlake in 1999 when asked to comment on what he thought of the then upcoming star Britney Spears before they dated. He exclaimed that he would 'hit it', which was a reference to Britney Spears' "Hit me baby one more time" single out at the time. This sexual indication was then adopted by the internet as a universal exclamation of desire to have sex with women.

...immensly untrue. The expression "I'd hit it" to describe sexual desire is at least thirty years old. Justin Timeberlake did not invent it. --FuriousFreddy 15:01, 28 July 2005 (UTC)

Isn't "I'd hit it" a large enough internet meme to have it's own article? Zerak-Tul 18:43, 10 June 2006 (UTC)

I'm lovin' it theme song after Destiny's Child
Should Lindsay Lohan sing the McDonald's theme song after Destiny's child?

I think that Lindsay Lohan is the best to do the next version of I'm lovin' it...

SHE IS SO POPULAR!!!

---I'm lovin' Lindsay Lohan---

Iste bunu seviyorum
One thing I've noticed on some McDonalds cups is "iste bunu seviyorum." I don't know what language it's in, but there's one of those cedilla things on one of the "s"'s so I'm narrowing it down to Turkish and Romanian. Scott Gall 09:35, 24 November 2005 (UTC)

It is Turkish... Romanian S with cedilla is actually a comma underneath it... [mailto:knucklesbeta@hotmail.co.uk From Knuckles ßeta]

POV, anyone?
Oh, ho ho, depicting the slogan on a piece of LITTER. Yes, well-crafted piece of political comment, that.

Good god. Brithgob 04:29, 22 December 2005 (UTC)

I am a genius, aren't I? --Indolences 23:28, 27 December 2005 (UTC)

Burger King litter is fine, though, I suppose. And 7-Eleven and KFC. And the wrapper that Tofurger from JimBob's Natural Vegan Diner came in. When that ends up on the ground, I bet you aren't there taking a picture of that. Brithgob 06:01, 31 December 2005 (UTC)

Brazilian Portuguese variety
I removed this text because there is no explanation of what they are... regional alternatives? just plain different versions?


 * amo muito meu agito
 * amo muito meu minha
 * amo muito meu garoa
 * amo muito meu Sampa

NicM 19:11, 12 January 2006 (UTC).
 * It was vandalism. Thanx. —Wiki Wikardo

I’m lovin’ it riddle
McDonald’s uses its slogan “I’m lovin’ it” and its translations worldwide.

The use of this slogan and its translations is not consistent however.

1st: There are two Arabic versions, namely “Akid behibuhu” (اكيد بحبه’) as well as “Ana ohibuhu” (انا أحبه’) (Not just only one as mentioned in the article). Why are there two translated versions? Example: Last night I had McDonald’s and the paper cup used the first slogan whereas the burger packaging had the second on it. I can’t remember which slogan I have seen in Arabic speaking countries such as Egypt. May be each country gets their own slogan? Let’s put down which slogan their meal had and where you saw it.

2nd: Germany uses the German translation “Ich liebe es”. Austria however, even though Austrians are native German speakers too, uses the English “I’m lovin’ it”. Why?

3rd: Spain uses "I'm lovin' it", Mexico "Me encanta". Why?

4th: When I visited the USA and Canada I believe to remember that they had all the slogans used worldwide on its packaging, except the Arabic slogan(s). Do I remember correctly? Anyone know a reason? Or might it be because American customers might react irritated if they see Arabic on their paper cup of all American Coca Cola or on their Big Mac wrapping?

Weird questions, I know, but I’d be really interested in an answer to these riddles, as nothing ever happens in marketing without a reason.

I e-mailed McDonalds Germany and got a partial answer to my 2nd and 3rd question. Apparently the McDonald's headquarter of a particular country selects the slogan they want to use.

But the criteria of choice are still unknown, I mean why they believe that Austrians prefer the English slogan to the German one, or why Spanish get the English slogan (may be for the benefit of the British holidaymakers? lol) but Mexicans the Spanish and so forth.

Anyway, I think that these differences in the use of the slogan should be highlighted in the "I'm lovin' it" article.--Soylentyellow 20:49, 17 September 2006 (UTC)
 * I think you are unlikely to get satisfactory answers to why different countries with the same language use different slogans. Germany and Austria... is English seen as more trendy in Austria? Do McDonalds Austria and Spain want to emphasise its American roots whereas the German and Mexican HQs want to avoid them? Did the marketing department just think it looked better? I think getting an answer to such uncommon questions is going to be an uphill battle. If you think the article needs more on the differences, then feel free improve it, but be careful to avoid original research. NicM 12:31, 19 September 2006 (UTC).

Just a bad translation ???
Seeing as the marketing concept comes from Germany, I would contend that the English slogan is a bad choice of translation from the German "Ich liebe es". "Ich liebe es" can be literally translated as either "I'm loving it" or "I love it". I would go for the latter and appear to be confirmed in light of the listed translations into other languages. This slogan has annoyed me from the start of the campaign. Grammatically seen I find "I'm lovin' it" is a much too temporary form. Comments anyone?

Mark


 * Well, “i’m lovin’ it” isn’t meant to be a translation from German; I would guess the English, in fact, came first. The progressive present (I think that’s what it’s called), while not textbook English, is meant to imply a vaguely slang-y, black feel, not any translation from another language. Standard English does call for “I love it,” though, which is why I keep changing the English “literal meaning” back from I am loving it. —Wiki Wikardo

Arabic, Spanish, Taiwan
Is اكيد بحب used anywhere besides Egypt? Can someone write which phrase is/was used when?

I’m changing the Spanish-to-English translation because, yes, even though me encanta does, I suppose, literally mean “it enchants me,” that's how “I love x” is commonly expressed (like, really being into something, not loving your mom or your boyfriend.) Saying "it enchants me" makes it sound like it’s a slightly different concept, more unwieldy; I would call it a bad translation.

Is 我就喜歡 used in Taiwan? McDonald’s Taiwan seems to only show i’m lovin’ it. —Wiki Wikardo 07:28, 6 July 2007 (UTC)

I'd Hit It banner ad controversy
This section seems to be based on one source. Who wrote that article? How is that person a reliable source? How do we know that banner ad was part of the "i'm lovin' it" ad campaign? Banner ads do not belong on Wikipedia. I don't care HOW much controversy it generated -- it may have been designed to generate controversy. It's called free publicity. And now McDonalds is getting free adspace on Wikipedia. It doesn't belong here. Wikipedia is not a vehicle for advertising. The image is copyrighted and has no fair use rationale. This article about an advertising slogan is bad enough as it is without the animated GIF. I don't see why we need encyclopedia articles on ad campaigns. The line between advertisements and writing ABOUT advertisements is razor thin. These kind of veiled plugs needs to be moved to some kind of advertisement wiki. The presence of the banner ad is indistinguishable from Internet marketing, even if it IS in it's own section. --Pixelface 15:10, 29 August 2007 (UTC)
 * Just because you don't like advertising campaigns, or you don't care how much controversy it generated (even if they designed it to be controversial), or they want free publicity, doesn't make it unencylopedic. Wikipedia is not here to give people publicity, but equally it is not here to reject things that are notable merely because their producer likes the publicity. An image of the ad is perfectly appropriate, there are images of ads all over Wikipedia (try Guinness or Tobacco or even Advertising). You are on stronger ground when questioning the reliability, it would be nice to have some more sources, I'll see if I have time to look for some this evening. It may also be better moved to a couple of sentences in McDonalds. NicM 15:43, 29 August 2007 (UTC).
 * No, the banner ad is actually unencyclopedic. And a copyright violation. And has no fair use rationale. And the source is unknown. And the link in the paragraph has an unknown author. If the paragraph had a reliable source like a newspaper or magazine or something, I might reconsider. The banner ad is already present on that dubious source and can be linked to offsite. --Pixelface 12:50, 30 August 2007 (UTC)
 * I disagree, it is perfectly encylopedic in this context. The article discusses the banner ad, displaying it in the article is appropriate. Citing WP:NOT is not convincing, we are not using WP as a vehicle for the ad, we are using WP to discuss and report on the ad, which is encylopedic. I'm not really interested in the minefield of WP image copyright and licensing, but it's already listed for deletion on that basis (by you, no less) so let's see what happens there before removing it from the article for copyright problems. NicM 17:53, 30 August 2007 (UTC).
 * Apparently this ad is discussed in "Slam Dunks and No-Brainers: Pop Language in Your Life, the Media, and, Like ... Whatever" by Leslie Savan. Anyone have a copy? NicM 18:14, 30 August 2007 (UTC).

Great big list of people
I removed the great big list of people in the campaign again since it is pretty POV and doesn't add anything to the article. If two or three of these people are featured for some extraordinary reason or have done something interesting, it might be worth a paragraph, but looking through I didn't see anything special. NicM 07:56, 31 August 2007 (UTC).

Ba da ba ba ba [i'm wondern']
Why isn't that part in the article? Jason McHuff 06:41, 17 October 2007 (UTC)