Cannes Lions

THE NEGOTIATOR LIVES

PARK PICTURES, New York / PRICELINE / 2013

Case Film
Case Film

Overview

Entries

Credits

Overview

Description

After plunging off a bridge to his presumed demise, the Priceline Negotiator, aka William Shatner, has miraculously been found alive!

Execution

Priceline “The Negotiator Lives” spot was created saw the return of the spokesman William Shatner as “The Negotiator”. The spot was shot in one day on the beach in Malibu, California with a budget of about $307k.

The Priceline “The Negotiator Lives” spot is all about the location, casting, dialogue, and cinematic imagery. Each of these aspects works together, heightening the spots’ film-like tone. The ad was shot at El Matador State Beach in Malibu, California. The beautiful, rocky ocean scenery captured on 35mm film gives the spot a distinct visual richness, which, paired with the script and Shatner’s delivery gives the spot its distinct dry humor. The end result has you almost forgetting you are watching a commercial and not a movie.

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