It’s the end of William Shatner-tastic era for Priceline.
Beginning Monday, the travel deal company will air a commercial that sees the fiery demise of Shatner’s Negotiator character, the Associated Press reports.
“I’m in grief mode,” the actor, who has been with Priceline for 14 years, told the AP.
In the 30-second spot, seen below, the Negotiator saves vacationing passengers on a bus that (for some reason) is teetering off a bridge. “Save yourself — some money,” Shatner says before he and the bus meet a violent end.
The Negotiator’s death signifies the company’s move in a new direction — from name-your-price to set discounts — and an bus crash seemed like a way to draw attention to that, Priceline CEO Chris Soder told the AP.
Don’t feel too bad for Shatner. His one-man Broadway show, “Shatner’s World: We Just Live In It,” debuts next month.
Watch the new commercial, and some old ones, below.