We seniors have enjoyed the now 80-year-old Bill Shatner’s success following Star Trek during his current 14-year reign as a humorous TV spokesman. He’s best known these days for the online travel agency Priceline’s TV commercials.

Although he may be the main reason for the agency’s great name recognition, his last ad will portray him driving to a fiery death from a bridge. This will kill off his TV ad character, as Priceline intends to go a different direction with its future commercial efforts.

Some fans believe it’s a bad idea to kill the goose that produced Priceline’s golden egg. However, it isn’t likely the ex-Captain Kirk will be going to the unemployment line. His one-man biographical show is opening for a limited run at Broadway’s Music Box Theater in New York, entitled "Shatner’s World: We Just Live In It".