I’m sure a few of you shed a tear when Captain Kirk The Negotiator fell to his doom in Priceline’s commercial a few months ago. It was truly a clever spot, with a neat way to end the character’s long-time role pitching Priceline’s offer to let you “name your own price.” It also allowed Priceline to make a subtle transition to a new business model of encouraging customers to book transparent hotels at everyday low prices without the hassle of bidding. Because really, if you aren’t planning to bid, how many of you choose to go to Priceline over the other big three: Expedia, Orbitz, and Travelocity?
But regardless of changing consumer trends, Shatner always made me smile when I saw him in commercials. That’s why it’s so great to see Priceline bring him back. I’m not sure what he’s doing surfing giant waves in a suit, but it seems typical behavior for him. The message is unclear this time. All we know is that he’s back. But maybe we can look forward to a few more good years… 
About Scott Mackenzie
