William Shatner's Priceline Negotiator dies in a fiery bus crash

Talk about going out with a bang!

When Priceline decided to go with a new marketing strategy after having William Shatner's Priceline Negotiator (c'mon, you know the jingle!) shill for the company for 14 years, they went all out.

In a new commercial, presumably Shatner's last for the company, the Negotiator helps save bus passengers from an accident on a bridge, encourages them to take a vacation, then tumbles off the bridge in the bus into a fiery crash below.

Guess they really mean business! The bright side: It's only a commercial, so if they decide they want Shatner back at some point in the future, they can probably think of something hilarious and nonsensical and it'll totally be okay.

Shatner can next be seen in his one-man Broadway show, "Shatner's World: We All Just Live In It," which opens in February.