Moment of Creation

Paula Champa

Priceline had made a commitment to go on television in a big way. When pitching for the business, the agency, thought, What do we do with Bill Shatner, who had featured in previous ads? Its feeling was that Shatner had great equity in the brand, but he wasn't being used to his ultimate potential.

Solid Gold

Paula Champa

We pitched the Priceline business about two years after Bill Heater had the account at his agency. Bill had done some print ads with William Shatner in them, but I'm not sure it was by his choice, and Priceline was writing most of the radio themselves. They were using Shatner as a spokesperson a hawker.

Priceline had made a commitment to go on television in a big way, to enter the big leagues. As we were pitching the business, we thought, What do we do with Bill Shatner? Do you walk away from Shatner? Do...

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