08/15/2012 08:05 EDT | Updated 10/15/2012 05:12 EDT

William Shatner Priceline Ad Shows 'Negotiator' Back From The Dead

In this theater image released by Boneau/Bryan-Brown, William Shatner performs in his one-man show, "Shatner's World: We Just Live In It," at Broadway's Music Box Theatre in New York. (AP Photo/Boneau/Bryan-Brown, Joan Marcus)
LOS ANGELES, Calif. - William Shatner's Priceline Negotiator isn't a goner, after all. He just went surfing.

Seven months after a commercial showed the Negotiator plunging off a cliff, he's back and featured in a new 30-second TV and online Priceline spot set to debut Thursday.

It turns out the Negotiator pretended to bite the dust so he could start a new life. As Shatner's pitchman explains it in the new commercial, "Surfing is my life now."

Brett Keller, chief marketing officer for, said the discount travel company wanted to find a creative way to bring Shatner's popular character back.

The actor, of "Star Trek" fame, said the Negotiator never should have been thrown under a bus. Shatner said he's proud to play him again.

William Shatner is no stranger to commercials. To see his work over the years, click on the gallery below.

William Shatner Commercials