After 14 years of pitching, the company has decided to kill off William Shatner's character 'The Priceline Negotiator' in a fiery bus crash.   Is this really the end of the character or is he set to miraculously return on Super Bowl Sunday? 

In a new 30-second TV spot, Shatner as the Negotiator rescues panicked tourists from a bus teetering on a bridge's railing.

"Save yourselves – some money," he says, handing his cellphone to a passenger as he and the bus tumble into a dry creek bed. A violent explosion, real and computer-generated, follows.

But is it the end?  Shatner is still under contract with the company could be resurrected on Super Bowl Sunday or could sell another item for Priceline.   Stay tuned.