William Shatner

For Priceline.com (PCLN)
2006-present

Hit or Miss?
= Smart. Very smart

Memorable Spot

In a league of his own. Where does Kirk end and Shatner begin? His willingness to be self-deprecating and parody his over-the-top television image made Priceline both fun and trustworthy, two vital characteristics for the discount travel Web site.