William Shatner Is About to Die (in an Ad)

01/21/2012 at 11:35 AM EST

William Shatner Is About to Die (in an Ad)
William Shatner, in his final commercial for Priceline.com
After 14 years, "The Negotiator" will be no more.

William Shatner is leaving his role as pitchman for the online travel site Priceline.com, and he is not going softly into his good night. He's falling off a cliff. And dying.

Still, Shatner being Shatner, he first rescues a bus that's about to plummet. "Save yourselves … some money," he advises passengers in his final words.

The commercial is set to debut Monday, and Priceline insists that, while Shatner's character may be dead, the actor remains under contract to the company.

As for why they're taking such a drastic step, Priceline CEO Christoper Soder told the Associated Press, "We decided to do something really over the top to get the message across."

For his part, Shatner, 80, tells AP (jokingly), "I'm in grief mode."

Then again, says the star who, as Captain Kirk, died in 1994's Star Trek: Generations, "It's not the first time I've had an iconic character die off."

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