NEW YORK ( TheStreet) -- It takes a lot to come back from the dead.
William Shatner's "Negotiator" character is back, Priceline (PCLN - Get Report) said today. "After plunging off a bridge to his presumed demise, the Priceline Negotiator, aka William Shatner, has miraculously been found alive in a new priceline.com (PCLN) TV spot that begins airing this week."
Priceline and its ad agency, Butler, Shine, Stern & Partners, made the decision to bring back Shatner, and sentiment seems to be largely in favor of it. According to a recent survey of priceline.com's customers, 94% of respondents wanted The Negotiator to return. "I negotiated my way out of that bus crash and into priceline.com's new commercial," Shatner said in a release. "There's no limit to the Negotiator's skills."
Shatner's negotiating skills will now be put to the test. Priceline shares plunged following a weak third-quarter outlook, as the company blamed softness in Europe.With shares up 1.7% in early trading today, it looks like The Negotiator is picking up right where he left off. Interested in more on priceline? See TheStreet Ratings' report card for this stock. Follow TheStreet Tech on your wireless devices. -- Written by Chris Ciaccia in New York >Contact by Email. Follow @Commodity_Bull