On Tuesday, January 28, BMW announced its collaboration with the globally popular video game "PAC-MAN," adopting it for the marketing communications of the new BMW 2 Series Gran Coupe, for which orders began last October and deliveries are scheduled to start from April this year.

The tagline is "Game Changer. Break the rules." and it will be launched with a sales campaign starting March 14.

The new BMW 2 Series Gran Coupe, the first four-door coupe in the premium compact segment from BMW, is said to be perfect for drivers who live life by their own style, unconstrained by convention. By collaborating with Pac-Man, who devours all sorts of "restrictions," BMW aims to convey the message: "Live freely, unbound by common sense and fixed ideas."

TV commercials and web movies are scheduled to be broadcast nationwide from late March. For Pac-Man, a pop icon known not only in Japan but around the world, 2020 marks a significant milestone as his 40th anniversary. BMW plans to actively participate in the various commemorative events scheduled to celebrate this occasion.