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JoTo In: Priceline Is In Shatner Is Out

William Shatner spent 14 years as a stellar ‘negotiator,’ but is retired as travel site moves into different direction. That’s why Priceline.com decided to knock off its spokesman of 14 years.

It was a case of advertising working too well. “They wish to bring attention to the fact that Priceline does offer another service, this maximum discount without having to make a bid,” he said. “That’s the reason they’re killing off the character — to bring attention to another part of the business.”

In the latest spot from Butler Shine Stern & Partners, San Francisco, a bus teeters on a bridge. Mr. Shatner helps shepherd riders out of the back to safety but is unable to exit in time as the vehicle makes a fiery and spectacular crash into a ravine. Mr. Shatner made clear that he understood the business decision.  Long live Captain Kirk. Read the article here in Advertising Age: Priceline Kills the Messenger


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