Now that Star Trek hero William Shatner has made his return as Priceline marketing figurehead The Negotiator, was it the prospect of appearing in prime time ad slots that influenced him, or something else?
The former-Captain Kirk says he's enjoyed working with his online travel agency employers for many years - but with a glint in his eye, perhaps other reasons are in play:
"All kinds of pretty girls running around with water bottles, it's great - at least I think they're water bottles!"
Here is Shatner on a short clip for his YouTube channel, speaking during the shoot for the new ad: