Blazing Minds

He has flown through space as Captain Kirk, arrested criminals on the tough streets of Los Angeles as veteran officer T.J. Hooker, and played a Boston lawyer most recently. However, can William Shatner survive a fiery bus crash?

In the world of getting as much bang for your buck (no pun intended), a new commercial that was to begin airing Jan. 23, shows the famed actor in his well-known ‘Priceline Negotiator’ role meeting his demise. Or does he?

Priceline, which has been using Shatner in its ads for more than a decade now, debuts this latest commercial with the idea of leaving a lasting impression on television and online viewers. If that was the goal, mission accomplished.

Shatner, who has gone were few men have gone before, is seen in this latest ad helping get passengers off a bus that is dangling over a bridge. In his heroic attempt (successful we might note), he saves the lives of the tourists, only to find himself and the bus plunging to a fiery end.

According to a Priceline spokesperson, “We only killed off the negotiator. William Shatner is still under contract (reportedly one year remaining).”

In comments to CNNMoney, Shatner, 80, noted, “They’re leaving me on the same cliffhanger you’re on. They’re careful to mention that I still have a contract.”

Priceline reportedly wanted to leave a lasting impression with viewers in its latest advertisement. By doing so, the company could bring more attention its published-price offering, which is not as well-known as its name-your-own-price offering.

The spot will also air two times during the Super Bowl pre-show on Feb. 5, while the company will debut a new ad during the game itself.

So, a smart marketing move or a dumb decision when all is said and done?

Shatner, who pointed out, “All advertising is an attempt to bring attention to their product. I know that’s the case. It’s a matter of good business,” is busy preparing to appear on Broadway in the coming weeks with a one-man biographical performance.

In the meantime, Priceline will hope that consumers open up their wallets after seeing the ad, even if it means Captain Kirk has been reduced to smoldering ashes.

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This entry was posted on Tuesday, January 24th, 2012 at 2:09 pm and is filed under Guests Posts, Making Money. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.