Feeds

Shatner faces final frontier as Priceline.com spokesman

Hammy actor ends lucrative ad run

Internet Security Threat Report 2014

Priceline.com has decided to milk the last dregs from an increasingly portly franchise by roasting spokesman William Shatner in a fiery death.

Shatner has milked many iconic roles, not least Captain James Tiberius Kirk, singer, sanitized Twitter soap star, and the best-forgotten TJ Hooker, but his regular appearances as Priceline.com’s spokesman has been his longest continuous gig - and possibly most lucrative.

For 14 years he has touted the discount booking site as “The Negotiator,” and reports suggest he has made many millions out of stock in the company by getting paid in shares, rather than cash, when the company started. Priceline.com shares are currently at $518 on NASDAQ.

"We felt it was necessary to go to extremes to grab the attention of every consumer in America,” said Priceline.com’s marketing officer Brett Keller in a statement. “We know that The Negotiator has a lot of fans, and we hope that everyone understands this was something that just had to be done."

In an ending reminiscent of the British classic The Italian Job Shatner’s final advert sees him shepherding people off a bus hanging over the edge of a cliff before seemingly sacrificing himself for the sake of a good deal. The company has hinted that there will be further adverts, as the franchise is stretched to its salable limits.

As Shatner himself might say – “It was fun, oh my.” ®

Providing a secure and efficient Helpdesk

More from The Register

next story
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
'Cowardly, venomous trolls' threatened with TWO-YEAR sentences for menacing posts
UK government: 'Taking a stand against a baying cyber-mob'
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Arab States make play for greater government control of the internet
Nerds told to get lost in last-minute power grab bid at UN meeting
Zippy one-liners, broken promises: Doctor Who on the Orient Express
Series finally hits stride, but Clara's U-turn is baffling
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
Apple SILENCES Bose, YANKS headphones from stores
The, er, Beats go on after noise-cancelling spat
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.