Priceline Fires Shatner After 14 Years

After 14 years of being Priceline’s (NASDAQ:PCLN) spokesperson, William Shatner has been fired. The on-line travel site will retire the “Star Trek” legend in a final commercial that will show him rescuing a bus full of travelers before going over the edge of a cliff in martyr fashion. The final ad will be aired on January 23 and a new spokesperson will be revealed on February 5 during the Super Bowl.

The Hollywood Reporter quoted Shatner who said, “I’m in grief mode.” He went on to say, “”It was a great run,” the iconic actor told the Associated Press. But “if the management says this is the end, this is the end.” Priceline’s CEO, Christopher Soder, said the company was moving on to pursue a new marketing strategy  “The challenge is harder to get people’s attention than it used to be. … So we decided to do something really over the top to get the message across,” Soder said per THR.

80-year-old Shatner is said to have done quite well in his stint as Priceline spokesperson and he isn’t retiring yet. The actor is hitting Broadway in a one-man show titled Shatner’s World: We Just Live in It. The performance will debut on February 14.