Ad of the Day: Priceline

After 14 years, the brand sends William Shatner's Negotiator character to a fiery death

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All good things must come to an end—even William Shatner.

The 80-year-old actor, who has portrayed Priceline's Negotiator off and on for the past 14 years, has reached the end of the line, and is being jettisoned by the company. But in keeping with the character's comically oversized personality, he's not exiting with a whimper—he's going out with a bang.

In his final spot below, called "Priceline Negotiator's Last Deal," he's stuck with some other passengers on a big green school bus that's teetering halfway off the side of a bridge, over a deep ravine.

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