Priceline Kills William Shatner's Spokesman Character for New Super Bowl Commercial

Alas, poor Priceline Negotiator. We barely knew ye.

Roughy 14 years after William Shatner debuted as Priceline.com's official spokesman, the travel deals website has announced that it will be dropped Shatner after just one more commercial. The new ad will start airing on Monday, and will set the company up for a new advertising campaign that will start when the Super Bowl airs.

But Shatner's character, the Priceline Negotiator, won't just be retiring from his escapades of busting into people's homes and telling them that they can name their own price and save money on hotels and airfare. Instead, the character will actually be killed in the new ad after he drives off a cliff and his car explodes.

Hey, it's Shatner. Things are never not dramatic when he's involved.

The "Star Trek" alumnus recently starred in the short-lived "$#*! My Dad Says," a sitcom based off of a Twitter feed of the same name. His next project will be a one-man show on Broadway titled "Shatner's World: We Just Live In It."

The company hasn't yet revealed what their new campaign will be, or if they will be continuing with Shatner's sidekick Naomi Pryce. The first non-Shatner ad will air during the Super Bowl, so chances are it'll be pretty big, whatever it ends up being.