Shatner's Priceline Character Killed Off
He is no longer the spokesman after 14 years
By John Johnson,  Newser Staff
Posted Jan 19, 2012 1:44 PM CST
In this image released by priceline.com, William Shatner is shown in a scene from the new commercial.   (AP Photo/priceline.com)
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(Newser) – William Shatner will no longer be the voice of Priceline, and the travel site is making sure it gets plenty of bang for its buck in the grand finale. A 30-second spot that begins airing Monday has Shatner's grand-negotiator character going off a cliff on a bus. "I'm in grief mode," the former Captain Kirk tells AP. "It's not the first time I've had an iconic character die off." Reason for the switch after 14 years? The company wants to put more focus on its fixed-priced deals, as opposed to those won by bidding.