LOS ANGELES, Calif. – William Shatner’s Priceline Negotiator isn’t a goner, after all. He just went surfing.
Seven months after a commercial showed the Negotiator plunging off a cliff, he’s back and featured in a new 30-second TV and online Priceline spot set to debut Thursday.
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It turns out the Negotiator pretended to bite the dust so he could start a new life. As Shatner’s pitchman explains it in the new commercial, “Surfing is my life now.”
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Brett Keller, chief marketing officer for Priceline.com, said the discount travel company wanted to find a creative way to bring Shatner’s popular character back.
The actor, of “Star Trek” fame, said the Negotiator never should have been thrown under a bus. Shatner said he’s proud to play him again.
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