NEW YORK Gotham's first work for Priceline.com focuses on the client's hotel-booking service and eschews the high-profile celebrities used in past ads.
Using double- and triple-split screens, the two 30-seconds TV spots present hotel rates offered by Priceline as well as two of its competitors, Hotels.com and Expedia.com.
"I spent $55 less than at Hotels.com," a woman says in one ad. Onscreen type and voiceover state that consumers using Priceline.com can pay up to 40 percent less than at Hotels.com and Expedia.com.
The new tagline: "Top of the line. Guaranteed best price. Priceline.com."
New York-based Gotham won the estimated $15 million business in December following a review against undisclosed contenders. The account had been in-house since early 2002; before that, it was handled by Hill, Holliday, Connors, Cosmopulos in New York.
Priceline garnered media attention in 1999 and early 2000 by hiring William Shatner to sing off-key renditions of songs such as "Freebird" for ads about the Web site. Later spots featured animation and voiceovers by stars including Sarah Jessica Parker and Quentin Tarantino, among others.