America, your long-standing national nightmare has ended.
William Shatner broke hearts and shattered dreams when he retired the Priceline Negotiator in January. We were lost without him - how do you book a hotel room or rental car without your guiding light?
But help has come, in the form of...William Shatner, as he returns with a new 30-second ad that debuts today, according to the Hollywood Reporter.
Shatner, who spent 14 years as the Negotiator, plunged off a cliff to his "death" is his last commercial, after saving passengers on a runaway bus. But you can't stop the Shat. The new commercial shows him standing on a beach, surfboard in hand, staring off into the distance.
"You've been busy for a dead man. After you jumped ship in Bangkok, I thought I'd lost you," says a character played by actor Allan Lewis. Shatner replied: "Surfing is my life now."
Bret Keller, Priceline's chief marketing officer, said that both Priceline and Shatner did not know whether the Negotiator would resurface.
"We had such a positive response to the ad where we appeared to throw him over a cliff that we wanted to find a creative way to bring him back," he said.
When the company officially dropped Shatner, CEO Christopher Soder explained they were pursuing a new advertising strategy.