There was a reason Penny, Kaley Cuoco was revealed last week... Priceline wanted to kill William Shatner... as their spokesperson.

This being William Shatner who did Joan Collins in 1952 and who won the entire internet when Canadian astronaut Chris Hadfield tweeted him "Captain", it's obvious he can not go out with a wimper. He will not. He heroically saves a busload of nuns and tourists. Then he goes down in a 1970s style ball of fire. The most action an ad spokesperson has ever had as an exit scene. Top that. You can't top William Shatner.

It's what he would have wanted.

Client: Priceline
Agency: Butler, Shine, Stern & Partners, Sausalito, Calif.
Creative Director: Steve Mapp
Associate creative director.: Josh Leutz
Art Director: Steve Mapp
Writers: Josh Leutz, Michael Flannery
Agency producer: Susan Crimley
Production house: MJZ
Director: Craig Gillespie
Producer: Martha Davis
Editorial: Cleaver Editorial
Editor: Pete Koob
Assistant Editor: Ivy Calhoun
Post EFX: The Mill
Editor: Ben Hampshire
Producers: Adam Reeb, Sue Troyan

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.