Priceline.com, the company that came to prominence in the late 1990s by letting you decide how much you were willing to spend on airline tickets, featured a bold marketing campaign that utilized the inimitable singing talents of one William Shatner ("James T. Kirk").

The company was an instant success, but soon after 9/11 airlines began to discount their own prices to adjust for changes in the market. Priceline felt the effects of this and had to adjust their strategies as well. Now, while they are still offering the same name-your-own-price approach, they are now adding a new service that allows customers to choose from a selection of published fares, flight times and airlines. (Under the old method, customers could name their own price and travel dates, but Priceline chose the airline and flight times.)

This new enterprise is designed to appeal to a larger segment of the market, one that is looking for bargains but must travel on a schedule. To highlight the new service, the Norwalk, Conn.-based Priceline will begin a new multimillion dollar television advertising campaign  that features Star Trek legends William Shatner and Leonard Nimoy ("Spock").

This new series of ads is designed to highlight the choice offered from Priceline, much like the choice that Star Trek fans have long debated: Which actor was more responsible for the show's success?

People may remember the original commercials featured a hip-looking Shatner singing offbeat renditions of popular songs, including "Freebird" and "Aquarius," while extolling the virtues of Priceline.

The new commercial tries to illustrate the new choice by jolting Shatner with the appearance of Nimoy as an alternative.

"Sorry, Mr. Shatner. We have to let you go," a woman tells him as he enters the human resources office in the new commercial.

"But I'm the voice of Priceline," Shatner replies.

Shatner is told there is a new Priceline in which travelers can select their flights, times and airlines from a selection of fares.

"Yeah, but who could ever replace me?" Shatner asks.

Cue Nimoy as he pokes his head in the office. "Hi guys," he says, as Shatner looks perplexed.

The new Priceline.com commercials begin on Monday, January 19.