William Shatner Has Been Killed Off as the Priceline Negotiator

Characters are killed off on TV shows and in movie franchises all the time. But have you ever heard of it happening in a commercial? You have now.

Priceline.com has killed off  William Shatner's character, the Priceline Negotiator, as part of a new re-branding strategy. But at least he goes out in a blaze of glory. Or, if you want to get technical, an exploding bus.