21 January 2012 8:35 AM, PST | PEOPLE.com | See recent PEOPLE.com news »

After 14 years, "The Negotiator" will be no more. William Shatner is leaving his role as pitchman for the online travel site Priceline.com, and he is not going softly into his good night. He's falling off a cliff. And dying. Still, Shatner being Shatner, he first rescues a bus that's about to plummet. "Save yourselves … some money," he advises passengers in his final words.The commercial is set to debut Monday, and Priceline insists that, while Shatner's character may be dead, the actor remains under contract to the company. As for why they're taking such a drastic step, Priceline CEO »

- Stephen M. Silverman

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