Feeds

Shatner faces final frontier as Priceline.com spokesman

Hammy actor ends lucrative ad run

Application security programs and practises

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.” ®

The Power of One eBook: Top reasons to choose HP BladeSystem

More from The Register

next story
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Airbus promises Wi-Fi – yay – and 3D movies (meh) in new A330
If the person in front reclines their seat, this could get interesting
UK Parliament rubber-stamps EMERGENCY data grab 'n' keep bill
Just 49 MPs oppose Drip's rushed timetable
Samsung threatens to cut ties with supplier over child labour allegations
Vows to uphold 'zero tolerance' policy on underage workers
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
ITC: Seagate and LSI can infringe Realtek patents because Realtek isn't in the US
Land of the (get off scot) free, when it's a foreign owner
prev story

Whitepapers

Reducing security risks from open source software
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.