William Shatner's stalwart Capt. James T. Kirk died in the line of duty. Now the actor's bargain-touting Priceline Negotiator is headed heroically to his final frontier.
In a new 30-second TV spot set to begin airing next week, 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.
Shatner says he's in "grief mode," adding that it's "not the first time I've had an iconic character die off."
Priceline says an advertising change was needed to reflect the company's changing strategy.
The new ad will start airing Monday and may be among next month's Super Bowl commercials.
Copyright 2014 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
KKTV firmly believes in freedom of speech for all and we are happy to provide this forum for the community to share opinions and facts. We ask that commenters keep it clean, keep it truthful, stay on topic and be responsible. Comments left here do not necessarily represent the viewpoint of KKTV 11 News.
If you believe that any of the comments on our site are inappropriate or offensive, please tell us by clicking “Report Abuse” and answering the questions that follow. We will review any reported comments promptly.powered by Disqus
Viewers with disabilities can get assistance accessing this station's FCC Public Inspection File by contacting the station with the information listed below. Questions or concerns relating to the accessibility of the FCC's online public file system should be directed to the FCC at 888-225-5322, 888-835-5322 (TTY), or firstname.lastname@example.org.