Originally written on The Penalty Flag  |  Last updated 11/3/14

It has come time for Priceline.com to kill off actor William Shatner, plunging him to his apparent death in their latest TV spot which will run during the Superbowl. Shatner has been the iconic man for Priceline in their commercials for 14 years. Please no Star Trek jokes… The Associated Press has stated that Shatner will be perched on a bus that is about to fall over a bridge. He will, apparently, rescue the passengers. However, he and the bus will plummet into the vast beyond, after a momentous explosion. The last words of the Priceline Negotiator will reportedly be: “Save yourselves–some money.” The company told the AP it was considering running this spot during the Super Bowl, which sounds like a disturbing prospect. Cnet doesn’t think it is a good idea, “While most children may have no idea who he is, why risk the tears and tantrums of grown-ups who had to see Captain Kirk die in 1994? Why make them relive an event that some of them still discuss with their psychologists, lovers and people they met gaming online?” Priceline is changing strategies, choosing now to sell fixed prices, rather than those negotiated by the some time Denny [...]


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