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The Negotiator is dead (or is he?)

Well, this is dark! William Shatner’s “Priceline Negotiator” character dies in a horrific bus accident in this new commercial for Priceline.com. Here it is:

After letting the commercial get a little traction online over the last few days, the online travel broker issued a press release headlined Priceline.com “Kills” The Priceline Negotiator. The company says:

“Mr. Shatner has been priceline.com’s celebrity spokesman for 14 years, and remains under contract to the company. He first stepped into the role of The Negotiator in 2007. Priceline.com said it decided to kill off The Negotiator character in order to focus consumers’ attention on its published-price hotel service, which is the fastest-growing segment of priceline.com’s hotel business.”

Hmm. “Remains under contract?” I’ve seen enough episodes of “Star Trek” to know you never count out Captain James T. Kirk. Could it be the “Priceline Negotiator” isn’t really dead, but instead is being set up to make a triumphant comeback in a Super Bowl commercial?

Good tease, Priceline. According to that press release, “Future spots in the campaign explore the aftermath of the crash.” The AP, going along with the Negotiator-is-dead plot line, reports that Priceline has bought some Super Bowl time. And according to The Wrap, Priceline is preparing to air the bus crash spot twice during the Super Bowl pre-game show, then debut a new commercial during the game.

Shatner returns as the Negotiator? A new spokesperson entirely? Or Shatner returns as a different character? Tune in to find out!

Also, how about them Giants!

* * * *

Who created this ad?

Agency: Butler, Shine, Stern & Partners, Sausalito, Calif.
Creative Director: Steve Mapp
Associate creative director: Josh Leutz
Art Director: Steve Mapp
Writers: Josh Leutz, Michael Flannery
More credits at Adweek.

Who signed off on it?

Brett Keller, Priceline.com Chief Marketing Officer

— By Daryl Lang. Filed under Advertising


  1. katie says:

    No one is even mentioning the Mccaw that was left to perish with him!!

  2. justin says:

    i noticed the macaw and i am pleased that they have released a rebuttal commercial explaining the macaw survived, even though that would be impossble had someone really driven a caged bird off of a cliff in a bus…

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