William Shatner, who plunged off a cliff in a Priceline.com commercial seven months ago, is back as the Negotiator, but on a beach with a surfboard and the legs on his business suit rolled up. The 30-second TV and online spot debuts Thursday. (Associated Press)

William Shatner, who plunged off a cliff in a Priceline.com commercial seven months ago, is back as the Negotiator, but on a beach with a surfboard and the legs on his business suit rolled up. The 30-second TV and online spot debuts Thursday. (Associated Press)