Priceline Brings Back the Negotiator to 'Unbummer Your Summer'
Priceline has brought back its Negotiator character with a summer campaign created by MIRIMAR, with William Shatner returning to train Randall Park as his successor, reviving the 'Unbummer Your Summer' platform.
Priceline kicked off the search for its next Negotiator with a TikTok stunt before announcing actor and comedian Randall Park is stepping into the role. William Shatner, the original Priceline Negotiator and the man who made the character a cultural phenomenon, came out of retirement to rigorously train Randall before handing over the keys to Priceline's legendary deals headquarters.
"Priceline was founded on the belief that travel should not feel out of reach," said Brigit Zimmerman, chief executive officer, Priceline. "For more than 25 years, we have worked on behalf of travellers to find better deals and make more trips possible. Bringing back the Negotiator puts a recognisable face on a mission that has been core to Priceline from the beginning. When travellers are under pressure, we work even harder to help them be there for the moments that matter."
Priceline's new research, part of its upcoming State of Summer Travel Report, makes the stakes clear: 73% of Americans say they are still determined to make a summer vacation happen this year. Full findings will be released in June.
"Bringing back the Negotiator was a deliberate decision to put Priceline's promise to travellers front and centre during a travel affordability crisis," said Lesley Klein, SVP, strategy and brand marketing, Priceline. "This is the time to show up for them. By leaning into something people have long known and loved about Priceline, we're reinforcing our commitment to helping travellers get the deals they need to make travel happen."
The original Negotiator agrees.
"The Negotiator was never just a character," said William Shatner. "He stood for fighting to get travellers the deal they deserve. Priceline never stopped doing that. It's good to see him front and centre again, and Randall brings the right energy for the job."
"Travel is tied to some of the most important moments in people's lives," said Randall Park. "What I connected to is that the Negotiator is there to fight for the traveller and to help make those moments happen. That's a legacy I'm proud to carry forward."
The campaign begins with William Shatner, retired but still as committed as ever to fighting for the traveller, outraged by soaring travel costs and determined to find the next Priceline Negotiator. Priceline builds momentum around that search with a series of Shatner-led TikTok 'interview' duets leading up to the reveal of Randall Park as his successor, alongside a remix of its signature Negotiator sting created in partnership with DJ David. The remix will roll out across TikTok and social platforms throughout the summer, introducing Priceline's ubiquitous earworm to a new generation of travellers.
The launch spot, The Handoff, culminates with Randall acing Negotiator training and William officially handing over the title. The campaign will roll out across broadcast, streaming, audio, social, and online video with high-impact takeovers and premium placements throughout the summer. To further Unbummer Your Summer, Priceline will also bring its value mindset to the media experience, unlocking ad-free listening and premium viewing experiences across streaming platforms, including Pandora, HBO Max, Peacock and Tubi.
The Negotiator and Unbummer Your Summer campaign was developed in partnership with Priceline's interagency team, including creative agency MIRIMAR, media agency PHD, public relations agency Small Girls PR, and social media agency Hello There Collective. It was produced by SixTwentySix and directed by Evan Bourque.
