William Shatner‘s 14-year mission with Priceline has come to a close.
The actor, best known as Capt. James T. Kirk, the commander of Star Trek, will go out with a bang. His final ad with the company, set to air Monday, will show Shatner rescuing vacationers on a bus hanging on a bridge’s railing. “Save yourselves — some money,” Shatner says, handing his cellphone to one of the passengers. Then Shatner and the bus fall and the bus explodes.
“I’m in grief mode,” Shatner told The Associated Press. “It’s not the first time I’ve had an iconic character die off.” (The Kirk character died in 1994′s Star Trek: Generations.)
In the report, Priceline CEO Christopher Soder explained that the company is changing its strategy so it “decided to do something really over the top to get our message across.” That may include a spot in next month’s Super Bowl telecast.
Shatner became a spokesman for Priceline during the dot-com boom and originally did the ads to get free stock in the company