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r.i.p.

William Shatner's Priceline Negotiator Is Dead

William Shatner's most culturally relevant character in many years (don't say Shit My Dad Says — just...don't), the Priceline Negotiator, was recently murdered in a commercial. "We decided to do something really over the top to get the message across," said Priceline.com's Christopher Soder, possibly unaware of the fact that the concept of killing recurring ad characters via their own medium isn't really a thing. But if it becomes a thing, we're down to watch the Old Spice Guy and the Geico Gecko go toe-to-toe.

Watch The Negotiator (did he have a name, even?) meet his doom in the video below.