LOS ANGELES - The Priceline Negotiator is alive and well, after all.
Seven months after a commercial showed William Shatner plunging off a cliff, his character returns in a new 30-second TV and online Priceline spot set to debut Thursday.
Brett Keller, chief marketing officer for Priceline.com, says it turns out the Negotiator pretended to bite the dust so he could start a new life. As Shatner's pitchman explains it in the new commercial, "Surfing is my life now."
Shatner, of "Star Trek" fame, says the Negotiator never should have been thrown under a bus. Shatner said he's proud to play him again.