Priceline sends Shatner’s Negotiator over a cliff (AP)

In this image released by, William Shatner is shown in a scene from a commercial. In a new commercial, William Shatner's Priceline pitchman, the Negotiator, makes a costly sacrifice for a deal. In a new 30-second TV spot set to begin airing next week, the Negotiator rescues panicked vacationers from a bus teetering on a bridge's railing. (AP Photo/ – William Shatner’s stalwart Capt. James T. Kirk died in the line of duty. Now the actor’s bargain-touting Priceline Negotiator is headed heroically to his final frontier.