Priceline (PCLN) kills off William Shatner's Negotiator character in a new 30-second TV spot set...

|About: The Priceline Group Inc. (PCLN)|By:, SA News Editor

Priceline (PCLN) kills off William Shatner's Negotiator character in a new 30-second TV spot set to begin airing Monday. "Save yourselves - some money," he says as he and a bus of panicked vacationers tumble off a bridge. After Shatner's 14-year run as Priceline's pitchman, the company says an advertising change is needed as it shifts from a name-your-price model to a fixed-price approach.