Poetry, said Robert Frost, is that which gets lost in the translation. But that didn't stop McDonald's buying an English slogan from Heye & Partners of Munich, a German advertising agency. It will be used in 118 countries, alongside a version in each local language. Perhaps they'll do one for Britain.From the lower case 'i', declaring a youthful disregard for grammar, to the mysterious 'it', this slogan is desperate to give Big Mac a tiny hint of outlaw chic. Take, for instance, that 'lovin", with its provocative apostrophe intended to suggest cool, rebellion and black speech, just as it has since the days of Mark Twain. Some may even detect in the slogan a hint of the 'loved-up' language of the E generation. And the 'it' that we're lovin'? Sex, the advertising would seem to suggest, followed by surfing, skateboarding and a modicum of Justin Timberlake's hip-hop lite.
Truly, 'it' is a bit of everything: even Ronald McDonald reappears in the commercials, brought out of retirement to reassure families. But is 'it' the food? You're jokin'.