BSSP launch new ad for Priceline Negotiator campaign - "Falcon of Truth"

We were sent some "exclusive" footage of the new Priceline "Falcon of Truth" spot. In addition, we also were able to share a "making of" video and some rather funny Shatner b-roll footage.

The spot:
Priceline - Falcon of Truth (2007) 0:30 (USA)

Here's what Mr. Shatner had to say about working with his winged partner:
"It's a spot where I'm holding the "Falcon of Truth" on my arm to drive a bargain with a clerk. I'm wearing an eye patch and the implication is that the falcon plucked my eye out. So we're shooting at 3 a.m. and the falcon and I are both exhausted, but the falcon is more expressive about it. Anyway, I ended up treating it like a recalcitrant child and trying to amuse it. At one point, I took off its hood and stared right at it, risking my face and my other eye. There's a lot of drama going on in the shot you see in the ad."

Behind the scenes:

Priceline - The Making of Falcon of Truth (2007) 1:40 (USA)

B-rolls:
Priceline - Falcon of Truth/B-roll - Shatner doing karate (2007) 0:30 (USA)

Priceline - Falcon of Truth/B-roll - Taming the falcon (2007) 0:35 (USA)

Priceline - Falcon of Truth/B-roll - The gnome (2007) 0:50 (USA)

Priceline - Falcon of Truth/B-roll - Shatner and falcon (2007) 1:40 (USA)


"What you will see is me being the Negotiator. The Negotiator who is as intense and as direct and as forceful as anybody you've ever met on television. Whose sole motive is to get the best price for the customer," said Mr. Shatner.

“We took our inspiration for The Priceline Negotiator character and the stylistic elements of the campaign from the classic spy genre of the 1960s – films like the original Bond movies and Our Man Flint, and TV shows like The Man From U.N.C.L.E.," said Mike Shine, Co-Creative Director of Butler, Shine, Stern & Partners (BSSP), Priceline.com's advertising agency. "The Negotiator is cool, in-control and obviously well-traveled, but willing to go to any length to get a fellow traveler a great deal."

Each spot opens with a frantic telephone call to The Negotiator in his secret lair. A consumer needs him to intervene and secure a great travel deal. With an arsenal of tricks, tools and charm, The Negotiator speeds to the scene and nails down the deal. "The campaign presents priceline.com's core brand assets in a breakthrough, culturally relevant way that will extend beyond traditional advertising," said Cort Cunningham, Priceline.com's Director of Advertising & Brand Development.