(KCRA.COM) Priceline is bringing back popular pitchman William Shatner in a new television ad, seven months after "killing" his character in a bus crash spot.
The new spot, which is now available online and will start airing on TV on Thursday, doesn't explain how Shatner's "Priceline Negotiator" character survived the fiery bus crash shown in the January ad.
The ad shows Shatner on a beach, wearing a business suit with the legs rolled up and holding a surfboard. An executive comes up to him and says, "You've been busy for a dead man. After you jumped ship in Bangkok, I thought I'd lost you." Shatner replies, "Surfing is my life now."
He then launches into his spiel about Priceline saving customers money. The executive says, "You still have it," and Shatner responds, "I'll always have it."
Shatner, best known for his role as death-defying James Kirk in "Star Trek," remained under contract with Priceline even while he was missing from its ads. His contract runs through early next year, and while it hasn't been extended, he said Wednesday that he expects it will be, especially given the new campaign. He has been the company's spokesman for more than 14 years, almost from its start.
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