Bluefield Daily Telegraph, Bluefield, WV

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This image released by Priceline.com shows William Shatner on a beach during a commercial for Priceline.com. Seven months after a commercial showed Shatner, as the Negotiator, plunging off a cliff and into apparent oblivion, the company is resurrecting him in a new 30-second TV and online spot set to debut Thursday, Aug. 16. (AP Photo/Priceline.com, Susan Smith)