He had a great many memorable battles as Captain James T. Kirk on the original classic Star Trek television series, and now William Shatner is poised to face another battle: to find employment again after being sacked as the Priceline.com spokesperson.
Television ads airing Monday will show Shatner's Grand Negotiator character hopping on a bus...that promptly drives off a cliff. The former Rescue 911 host has been shilling for Priceline, an online site for people looking to bid on travel and vacation packages, for the past 14 years. It appears the dot.com is dropping Shatner and placing more focus on its fixed-priced deals, as opposed to those won by bidding.
"I'm in grief mode," Shatner says. "It's not the first time I've had an iconic character die off." His return to a regular television series, the comedy $#*! My Dad Says, was cancelled last year after only one season.