• by Teresa Buyikian , May 13, 2026

Priceline’s latest campaign promoting its “Unbummer Your Summer” sale brings back the now 95-year-old OG Priceline Negotiator, William Shatner in a search for his replacement.

The effort kicked off with a TikTok stunt featuring Shatner reprising the role he played in the brand’s advertising from 2007 through 2012. While Shatner has made brief comebacks to the brand since, this campaign marks the official end of his spokesperson duties as he hands over the reins to comedian Randall Park.

The passing of the torch culminates in a new spot, “The Final Handoff,” seen here, where Shatner is seen coming out of retirement to train Park before handing over the keys to Priceline's deals headquarters. The campaign, developed with creative agency Mirimar, rolls out across broadcast, streaming, audio, social and online video throughout the summer.

Lesley Klein, senior vice president, strategy and brand marketing for Priceline, told Marketing Daily why now was the right time for a new Negotiator.

Marketing Daily: Can you tell me more about the campaign?

Klein: Bringing back the Negotiator was Priceline’s answer to a moment when travelers are feeling the squeeze. The campaign launched with a social-first rollout featuring William Shatner on TikTok searching for his successor, building toward the reveal of Randall Park as the new Negotiator.

Marketing Daily: Why hire a new Negotiator?

Klein: Consumers are facing a genuine affordability crisis. Priceline's own research showed 44% of Americans said a summer vacation felt out of reach, yet 73% were refusing to give it up. That tension is exactly where Priceline has always operated.

Bringing back the Negotiator wasn't just a nostalgia play. It was a signal to travelers that Priceline was there, actively working on their behalf. No character embodies that mission more clearly than the Negotiator, someone people instantly recognize as being in their corner.

Marketing Daily: How does the effort reflect the brand?

Klein: The Negotiator is an enduring brand icon unique to Priceline, a character people genuinely love, tied to a mission that has never been more relevant. Bringing in Randall Park allows us to introduce a new generation to the beloved character while staying true to what people have always associated with Priceline: helping travelers save money. Every part of the strategy was designed to remind travelers that Priceline fights for them when they need it most.