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.
In a new 30-second TV spot set to begin airing Monday, the Negotiator rescues panicked vacationers from a bus teetering on a bridge's railing.
"Save yourselves -- some money," he says, handing his cellphone to a passenger as he and the bus tumble into a dry creek bed. A violent explosion, real and computer-generated, follows.
"I'm in grief mode," a droll Shatner said by phone Wednesday. "It's not the first time I've had an iconic character die off."More »^ Less
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