GARDENA, Calif. – Feb. 21, 2013 – Carroll Shelby Licensing Inc., a wholly owned subsidiary of Carroll Shelby International Inc. (CSBI.PK), teamed up with priceline.com to ensure that expert “Negotiator” William Shatner has the coolest wheels to make the best deals for travelers across the country. In the latest commercial from priceline.com to promote its Express Deals(sm) hotel reservation service, Shatner and his daughter, played by The Big Bang Theory’s Kaley Cuoco, roar across the screen in a big block Shelby Cobra.
“The Shelby Cobra is one of the most recognized and iconic performance vehicles of all time,” said Tracey Smith, Carroll Shelby Licensing president. “It represents all the best attributes of the Shelby brand and we’re thrilled to see it featured in such a cool way. The Cobra makes a great stand-out visual for priceline.com’s message with a fun nod to pop-culture.” The Cobra 427 plays an important role in the TV commercial as Priceline Negotiator William Shatner drops his daughter off with a clan of monks at a mysterious dojo on the top of a deserted mountain. Twenty years later, and cruising in the same fashionable wheels, Shatner picks up his matured daughter played by Cuoco. She is now as savvy as her famous father in finding consumers the best travel deals. “The choice of a Shelby perfectly complemented our message,” said priceline.com Chief Marketing Officer Brett Keller. “The Negotiator is a suave, super-spy type character and needed sophisticated wheels to match. William Shatner and Kaley Cuoco appeal to multiple generations, and we needed an automobile with timeless appeal that resonates across all those age groups. The Cobra is a perfect fit.”