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William Shatner has been shilling for Priceline for 13 years, the last three as the ever-bargain-hunting super-spokesman “Priceline Negotiator.” The ads have done such a good job branding the travel site with his comedic antics, I can’t even think about Shatner or say “Priceline Negotiator” now without singing those words (even when the Emmy-winning actor is Denny Crane.) The latest campaign from Butler Shine Stern & Partners heightens his deadpan humor by giving him a sidekick, the “Big Deal.”
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