McDonald's Patently Opposed to Hatin' in Trademark Bid

Monday, November 3, 2014

Perhaps McDonald's is running low in its "ideas" tank. The fast-food chain may be extending its nearly decade-long I'm Lovin 'It catch-phrase, at least according to the U.S. Patent and Trademark Office.

McDonald's has filed with the agency to trademark "Lovin' > Hatin,'" as well as "Lovin' is Greater Than Hatin'."

"We routinely file intent to use trademark applications as a regular course of business," Lisa McComb, a spokeswoman for McDonald's, told ABC News.

She declined to share details about how the trademarks might be used, if ever.

McDonald's has filed many trademark applications related to various aspects of its business, including food and slogans, she said.

Here are some that made it into the public eye, memorable or not.

I'm Lovin' It

Inspired by N'Sync alum Justin Timberlake's song released in 2003, McDonald's steadily used the "I'm Lovin' It" slogan in advertisements. The refrain in Timberlake's song "ba da ba ba ba" has become a commonly used McDonald's musical jingle.

We Love to See You Smile

Whether it's a Happy Meal or breakfast, McDonald's wants to make people happy, at least according to the commercials that popped up around the year 2000 with a smiley face under the McDonald's "M" logo.

Did Somebody Say McDonald's?

After this slogan and five commercials were introduced in 1997, the ad creative behind it gave an interview explaining the message in the words.

"Our objective is to trigger visits to McDonald's," Bob Scarpelli, vice chairman and chief creative officer at DDB Needham Chicago, told the New York Times Times in 1997.

My McDonald's

The "My McDonald's" campaign focused on restaurant employees and customers. Don't be shocked if you don't remember it. The New York Times called it a "short-lived campaign."

Mac Tonight

McDonald's wanted people to know they could come get a Big Mac and fries in the wee hours of the night, so they turned to their old friend, the moon.

"This creepy lounge singer took the same name as the slogan, and appeared in a slew of ads throughout the '80s," said Thrillist.

2 All-Beef Patties

This mouthful of a slogan was only lasted over a year, but it's an iconic TV slogan of the campy 1970s: "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions - on a sesame seed bun."

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