This week, priceline.com rolled out its 2010 TV campaign featuring the actor William Shatner (well-known for his Star Trek role). For years, Priceline's official spokesperson has been William Shatner who agreed to do the spots for free in exchange for stock. He was "replaced" in 2004 by his Star Trek fellow Leonard Nimoy but in 2007 a new ad campaign transformed Shatner in the role of Priceline's "Negotiator".
In the new campaign, Shatner continues in his role as The Priceline Negotiator. But this time, he's joined by a new sidekick, Big Deal. The TV spot highlights the leading savings the customers can get when they use Priceline's Name Your Own Price hotel service.