Marking its 50th anniversary, McDonald’s Hong Kong unveils a bold new “I’m lovin’ it” campaign with BBDO Hong Kong. Featuring major music talents and tennis star Coleman Wong, the citywide initiative spans outdoor, digital, and social platforms, inviting customers to express their authentic selves while redefining an iconic brand platform.
In Hong Kong, there is an unspoken linguistic reflex: when an English word ends with a clipped “-n’,” chances are people are thinking about McDonald’s. Two decades of “I’m lovin’ it” have embedded the phrase so deeply into popular culture that it has transcended advertising to become shorthand for a feeling. Few campaigns achieve that level of permanence. Even fewer successfully reimagine it for a new era without losing its soul.
As it celebrates its 50th anniversary in 2025, McDonald’s Hong Kong is doing exactly that. Partnering with newly appointed creative agency BBDO Hong Kong, the brand is ushering its globally recognised platform into its next chapter—one rooted in authenticity, cultural fluency, and participation.
The central insight behind the campaign is disarmingly human: McDonald’s is the one place you never have to pretend. In a city known for ambition and intensity, the golden arches have long served as a democratic space where students, artists, athletes, gamers, and families can show up exactly as they are. The new creative direction leans into that truth, celebrating people immersed in their passions without filters or façades.
The campaign unfolds through four television commercials, each spotlighting a prominent Hong Kong talent and pairing their authentic pursuit with a different Extra Value Meal. The familiar dropped “g” of “I’m lovin’ it” expands into a series of verbs that feel native to the city’s rhythm: playin’, gamin’, jammin’, and smashin’.
Singer-songwriter MC Cheung anchors the “playin’” execution. Known for his emotive artistry, Cheung is shown in intimate, unscripted moments of musical immersion. Rather than centring on performance spectacle, the film captures the joy of creation itself—the repetition of chords, the quiet satisfaction of progress, the connection between artist and instrument. His Extra Value Meal becomes part of the everyday cadence of creativity, reinforcing McDonald’s as a constant companion to passion.
In “gamin’,” Panther Chan reveals her competitive spark in a digital arena. The spot captures the thrill of focus, laughter, and friendly rivalry, acknowledging how gaming culture has become a defining part of contemporary entertainment. The brand seamlessly integrates into this environment, positioning McDonald’s as the fuel for marathon sessions and spontaneous fun alike.
Beloved band Dear Jane brings “jammin’” to life. The film celebrates the chemistry and camaraderie that underpin the group’s success, spotlighting unscripted rehearsal moments and the raw energy of collaboration. McDonald’s appears not as a staged backdrop but as a natural part of the creative ecosystem—a familiar presence amid amps, cables, and shared laughter.
Professional tennis player Coleman Wong completes the quartet with “smashin’.” On court, Wong’s discipline and intensity are unmistakable; off court, he is relaxed and grounded. The commercial bridges aspiration and relatability, pairing elite athleticism with a universal ritual: enjoying a favourite meal. It underscores the campaign’s broader message that authenticity is not about image, but about commitment to what you love.
While the television commercials provide the emotional core, the campaign extends far beyond the screen. Rolling out across outdoor placements, digital platforms, and social media channels, the initiative invites Hong Kongers themselves to participate. By design, customers are encouraged to personalise the platform—sharing how they show up authentically at McDonald’s, whether that means studyin’, sketchin’, trainin’, or simply chillin’. In doing so, the brand hands creative ownership to its audience, extending reach while amplifying the campaign’s central message.
Randy Lai, CEO of McDonald’s Hong Kong, describes the initiative as a natural evolution of the brand’s legacy. “This work brings the ‘i’m lovin’ it’ idea to life in a way that reflects today’s customers’ lifestyles and attitudes,” he said. “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.” His remarks position the campaign not as a departure but as a bridge between heritage and horizon.
Andreas Krasser, CEO of Omnicom Advertising, emphasised the rarity of the brand’s cultural ownership. “Very few brands have the equity to own a letter and a simple punctuation mark,” he noted. “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.” His observation underscores the remarkable linguistic territory McDonald’s has claimed—where even a missing “g” signals identity.
The campaign also marks a pivotal shift behind the scenes. It is the first major work from BBDO Hong Kong as the newly appointed creative agency for McDonald’s Hong Kong, working alongside long-standing media partner OMD. The launch signals the end of a 20-year partnership with DDB Hong Kong and ushers in a new era of creative leadership under John Koay, Chief Creative Officer of Omnicom Advertising, who is steering the brand’s creative vision on the agency side.
Such transitions are rare for a brand with half a century of local history. Yet the move reflects confidence rather than reinvention for reinvention’s sake. By retaining its most recognizable asset—“I’m lovin’ it”—while refreshing its cultural framing, McDonald’s Hong Kong demonstrates that longevity and evolution can coexist.
The campaign officially kicks off on February 20 and will continue to evolve throughout 2026 with new iterations and activations. That sustained rollout reflects an understanding that cultural conversations unfold over time. By inviting ongoing participation, the brand ensures the platform remains dynamic rather than static.
In a hyper-connected city where identity is often curated for public consumption, the promise of a place where you can simply be yourself resonates powerfully. McDonald’s Hong Kong is betting that authenticity, expressed through the universal rhythm of a dropped “g,” will continue to unite generations. After 50 years in the city—and 20 years of a globally iconic tagline—the message is both familiar and freshly relevant: whatever you’re doin’, if you’re lovin’ it, there’s a place for you under the golden arches.
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