At 80, William Shatner is one of the most impressive and powerful actors and Celebrity Brand Endorsers out there – just don’t call him a brand. In a recent Forbes' article, Shatner says, “I don’t think of myself as a brand. I like think of myself as an artist.” And a true artist, a real renaissance man he is. This year alone Shatner has starred in a series ($#*! My Dad Says), written a book (Shatner Rules: Your Guide to Understanding the Shatnerverse and the World at Large), made a CD (Seeking Major Tom), produced a documentary (The Captains) and is staring in a one man show (starting October 19th). Some artist's may not accomplish this much over the span of their entire careers. And to think Shatner's role as Captain Kirk (Star Trek) sparked it all!
Despite all of his success, I would argue that most people too young for an AARP membership would refer to Shatner as the “Priceline Negotiator.” And I think that's a fine legacy to have – he's nailed the part for years. Shatner gives it his all in everything he does and believes that “your best off opening yourself to life than closing yourself off to life.” Shatner takes opportunities and seizes them – whether it be singing a song or playing a goofy negotiator of hotel and airline prices. The Priceline role gave him the reach and awareness that actors of any age would kill for, and he gives a truly commanding performance. He approaches the "Negotiator" as a role, and any marketer can appreciate what that does to create genuine and effective creative.
So cheers to Priceline for giving the actor, director, producer, writer, recording artist a platform that allowed him to maintain his relevance and entertain us all.