• January 15, 2008

The Priceline Negotiator is back to continue his fight for choice, quality and the best travel deals in the universe, Priceline.com reports.

In his 10th year as celebrity spokesman for priceline.com, actor William Shatner returns this week in the first installment of a new series of commercials based on the karate-chopping, hard-bargaining Priceline Negotiator character.

The spots promise to be bolder, with more action, stunts and new sidekicks. The spots were created by Butler, Shine, Stern & Partners, Priceline.com's San Francisco-based advertising agency.

No financial details of the campaign were released.

--Nina M. Lentini