McDonald’s Hong Kong takes iconic ‘i’m lovin’ it’ into a bold new era with BBDO HK

Hong Kong – After celebrating its 50th anniversary in 2025, McDonald’s Hong Kong launched a new campaign with BBDO Hong Kong, giving the iconic ‘i’m lovin’ it’ slogan a fresh, contemporary twist.

In Hong Kong, the brand’s long-running tagline has become closely associated with words ending in “-n'”, reflecting the cultural imprint of two decades of “i’m lovin’ it.” The new campaign builds on that familiarity while reframing the platform for today’s audiences.

At its core is the idea that McDonald’s is a place where customers can be themselves. The work highlights everyday passions — jammin’, dancin’, trainin’, flexin’, creatin’, playin’, gamin’, and readin’ — positioning the brand as a backdrop to self-expression.

The campaign features Warner Music artists MC Cheung, Panther Chan, and Dear Jane, alongside Hong Kong professional tennis player Coleman Wong, each appearing in one of four TVC executions. Each film pairs the talent’s personal pursuit with a featured Extra Value Meal — from MC Cheung’s playin’ and Panther Chan’s gamin’, to Dear Jane’s jammin’ and Wong’s smashin’.

Beyond television, the campaign runs across outdoor, digital, and social platforms, encouraging customers to share how they express themselves at McDonald’s.

Randy Lai, CEO of McDonald’s Hong Kong, commented, “This work brings the ‘i’m lovin’ It’ idea to life in a way that reflects today’s customers’ lifestyles and attitudes. Last year’s ’50 Years of Love’ reminded us of the unique relationship each customer has with our brand, and this campaign allows us to continue celebrating that in a forward-looking manner.”

The launch marks the first major campaign from BBDO Hong Kong since being appointed creative agency for McDonald’s Hong Kong, working alongside long-standing media partner OMD. It follows the end of a 20-year partnership with DDB Hong Kong and introduces a new phase of creative leadership under John Koay, chief creative officer of Omnicom Advertising.

Andreas Krasser, CEO of Omnicom Advertising, said, “Very few brands have the equity to own a letter and a simple punctuation mark. We’re excited to bring ‘i’m lovin’ it’ into the next chapter of McDonald’s Hong Kong and to see people participate in this campaign.”

The campaign began on February 20 and will continue through 2026 with additional iterations.