I don't see why Priceline.com walked away from Shatner in the first place. They say it was because they wanted to move toward a fixed price model over a name your own price and the Negotiator's services were no longer needed. If it ain't broke, don't fix it. What I bet happened is Priceline's sales slumped without Shatner and they were forced to bring him back in a limited capacity. The article that I linked below includes some other TV spokespeople. My favorite ones besides Shatner are the Old Spice Guy and Mayhem from the Allstate ads. I don't really care for Flo from Progressive as I find her annoying!
In a press release the company announced that "after plunging off a bridge to his presumed demise, the Priceline Negotiator, aka William Shatner, has miraculously been found alive in a new priceline.com TV spot."
Source:
http://finance.yahoo.com/blogs/the-exchange/priceline-negotiator-returns-other-ad-pitchmen-live-forever-151605519.html
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