Like James T. Kirk at the end of "Star Trek: Generations," William Shatner's Priceline.com character, The Negotiator, plunges to his death at the end of a new commercial.
But don't count The Negotiator out just yet …
The new ad spot — which you can see below and which begins airing on TV Monday — finds the "Boston Legal" Emmy winner on a bus that flies off a bridge and explodes in a fiery heap below.
But Priceline.com spokesman Brian Ek confirms to TheWrap that Shatner, who has been the company's celebrity spokesman for 14 years, remains under contract with Priceline.com.
Ek said the travel site wanted a bold spot to promote its published-price hotel service, which accompanies its name-your-own price service.
"Our agency recommended that, if we really wanted to grab people's attention, we needed to do a spot that was truly over the top," he said. "We did."
The spot will also air twice during the Super Bowl pre-show on Feb. 5, and the company will debut a new commercial during the game. But note that the title of the commercial doesn't say The Negotiator is dead; it only says this is his "last deal."
Watch "The Priceline Negotiator's Last Deal":