Shatner Back As Priceline Pitchman

NEW YORK — William Shatner will return to TV as Priceline.com’s spokesman, a Priceline.com representative confirmed, but it has not been determined if lead agency Hill, Holliday, Connors, Cosmopulos in New York will create the spots.

Shatner renewed his contract with the Norwalk, Conn.-based company in January for both TV and radio ads. While no TV spots have been created as of yet, a radio ad broke today with the new tag, “I think, therefore I save.”

The ad, the first of about a dozen in the campaign, was created in-house with the help of Ernest Lupinacci, freelance art director/copywriter who has worked on previous Priceline.com spots. In the ad, Shatner co-stars with a priceline.com “super computer” that finds airline tickets, hotel rooms and other travel-related services at a discount.

“At this point we are evaluating the relationship [with Hill, Holliday] and decided to do this campaign in-house,” said Brett Keller, chief marketing officer for Priceline.com.

For the time being, Hill, Holliday remains lead agency on the account, Keller added. But the client has discussed ending the arrangement and bringing the work entirely in-house, according to the agency.

Previous ads, created by the shop had a “Let’s jet set” theme and featured animation and voiceovers by celebrities such as Sarah Jessica Parker and Quentin Tarantino. Priceline.com gained notoriety in 2000 by featuring Shatner singing off-key in TV spots. He does not sing in the current radio ad.