Shatner Continues as The Negotiator

William Shatner will forever be remembered as hardnosed cop T. J. Hooker, eccentric attorney Denny Crane and of course, there was a little show called Star Trek you might have heard of. But his longest running role is that of commercial pitchman for travel site Priceline.

Shatner is in year 11 of his successful stint shilling the site’s travel deals and his third as The Negotiator. He’s a heroic figure who uses his martial arts skills and smooth talking sales pitches to sell the site. And it allows Shatner to go as far over the top as he wants.

In the latest ad, he tells a couple he could have booked a better travel deal in his sleep – that is, if he slept. These spots always give me a chuckle and Shatner’s become as identifiable with Priceline as the Michelin Man is with tires. Negotiator fans can check out the new spot here.