Priceline Knows You Can’t Keep William Shatner Away From Super Bowl Sunday

Pitchman returns for pregame spot

These are the voyages of Priceline's Negotiator. His 17-year mission: To seek out the best travel deals, and boldly pitch like no man has pitched before.

William Shatner returns Sunday during NBC's Super Bowl pregame coverage in his long-running role as spokesman for the online travel site. Kaley Cuoco-Sweeting also beams down for an appearance as the Negotiator's daughter in this 30-second spot from Butler, Shine, Stern & Partners. On game day, it won't leave you feeling deflated. (Or you can just enjoy it here and now. Whatever.)

After nearly two decades, the template is well established. Shats goofs around in his gloriously self-conscious style … and, well, what else do you need? In this one, he strolls through various hotel lobbies, changes hats a lot and puts some dude in a headlock. (The Gorn can commiserate.)

If any other actor indulged in such hackneyed horseplay, it'd be a travesty. But this is Shatner. As always, he serves up the ham with a succulent glaze.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.