William Shatner’s “Negotiator” character on Priceline ads will be killed off Monday:
In a new 30-second TV spot for the travel site set to begin airing Monday, the Negotiator rescues panicked vacationers from a bus teetering on a bridge’s railing.
“Save yourselves – some money,” he says, handing his cellphone to a passenger as he and the bus tumble into a dry creek bed. A violent explosion, real and computer-generated, follows.
“I’m in grief mode,” a droll Shatner said by phone Wednesday. “It’s not the first time I’ve had an iconic character die off.”
He’s been a pitchman for Priceline for 14 years, five of those as the relentless Negotiator preaching the gospel of travel bargains. But an advertising change was needed to reflect the company’s broader strategy, said Christopher Soder, CEO of Priceline.com North America.
“The challenge is harder to get people’s attention than it used to be. … So we decided to do something really over the top to get the message across,” Soder said. The new spot will be on his company’s website and, he hinted, may be part of next month’s Super Bowl commercial extravaganza.
What's the over-under on this "death" being more noble than Kirk's in Generations?
Reply to this commentLinkReport AbuseKirk's death in Generations was appropriate. In the original series, every episode ended with the Captain on the bridge. It's only fitting that the series ended with a bridge on the Captain.
Reply to this commentLinkReport AbuseDoesn't this post violate some rule? Jonah, call your office.
Reply to this commentLinkReport AbuseBill originated the "Bobbing For Spouses®" home game, you know.
Reply to this commentLinkReport AbuseWow that was in breathtakingly poor taste.
Reply to this commentLinkReport AbuseThat's a man's wife you're mocking.
What are you referring to?
Reply to this commentLinkReport AbuseHe's referring to your sickening "drowned wife" joke at Shatner's expense.
Reply to this commentLinkReport AbuseMy favorite was where the Negotiator had a bug in the ear of a husband, who was obviously under instruction to "just say what I say"; the poor guy mimiced Shatner's staccato delivery perfectly. And, his wife's reaction-- "Why are you talking that way?"
Best of all time!
Reply to this commentLinkReport AbuseWhat amazes me is that William Shatner is 80 years old. Born March 22, 1931. Doesn't seem like it at all.
Reply to this commentLinkReport AbuseI know what you mean, seems like twice as long.
Reply to this commentLinkReport AbuseReminds me of when Jack in the Box 'blew up the clown' - only to bring him back years later where he still resides.
Reply to this commentLinkReport Abuse