It’s common for brands to revive throwback ad campaigns every now and then — especially if they featured big names like, say, William Shatner.
Certain generations can recall the Star Trek star, 95, gracing those Priceline.com TV commercials with the instantly recognizable jingle, “Priceline… Negotiator!“
Kaley Cuoco once joined Shatner for a string of ads along the way — and now, he’s officially retiring and passing the torch. A hot-off-the-presses campaign that just went live on social media confirms that there’s a new Negotiator in town — and fans will recognize the beloved actor from Marvel hits and more.
Check out the hilarious and peppy Instagram reel below, featuring both Shatner and the man whose moves on display clearly reveal he’s right for the role: Randall Park.
Fans have already shown their support for Park’s brand-new title in the comments section of Priceline’s latest post. “This is iconic,” wrote one Instagram user, while another person commented, “The perfect guy to take on the negotiator role!!”
“The Negotiator was never just a character, he stood for fighting to get travelers the deal they deserve,” Shatner said in a statement shared with Parade. “Priceline never stopped doing that. It’s good to see him front and center again, and Randall brings the right energy for the job.”
For those not familiar, Priceline.com is an online travel agency where users can find discount rates for travel-related purchases such as airline tickets and hotel stays. The company facilitates the provision of travel services from its suppliers to its clients. It operates in more than 200 countries and territories around the world and has partnerships with over 400 airlines and 300,000 hotels. Users can search for travel deals and discounts on the website.
Shatner remains busy as ever into 90s, it seems, even maintaining a social media presence — especially amid rumors swirling that he’s been shutting down via Facebook. He recently responded online to reports of a supposed “secret sit-down with Paramount/CBS regarding Star Trek or Starfleet Academy” — learn more here.
This story was originally published by Parade on May 12, 2026, where it first appeared in the News section. Add Parade as a Preferred Source by clicking here.
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