Priceline Kills Off William Shatner's Negotiator

In the 30-second commercial that just went live online and begins airing on TV Monday, Shatner’s Negotiator is negotiating his way through a very sticky situation as he comes to the rescue of passengers on a bus teetering on the edge of a bridge.

The Negotiator hurries people off the bus, leaving them with one final message as he and the bus go tumbling over the side and explode into flames: “Save yourself some money.”

“I’m in grief mode,” Shatner, 80, told AP Wednesday. “It’s not the first time I’ve had an iconic character die off.”

The company told the AP it was considering running this spot during the Super Bowl, but has not been confirmed.