Priceline.com today announced that The Negotiator will make an appearance during the Super Bowl with a pre-game appearance.

The ad does not call out any particular product or promotion such as Name Your Own Price or Express Deals as Priceline’s ads usually do. It instead is looking to boost Priceline’s brand awareness by calling out the booking site’s 18-year history.

“We’re reminding consumers about the depth and breadth of the savings they can get through Priceline.com,”  a company spokesperson said.

The ad, created by San Francisco ad agency Butler, Shine, Stern and Partners, marks the launch of a #knowaguy campaign that includes TV, digital and social elements. A second spot featuring Kaley Cuoco-Sweeting, who makes a brief appearance in the Super Bowl ad, will be released shortly after the big game.

“Only The Negotiator can bring both swagger and passion (and a firm but friendly headlock) to getting the best deals on travel,” said William Shatner, who played a role in developing the creatives. “And because of its industry relationships, Priceline.com can bring those deals to consumers.”

Travel brands are noticeably absent from most Super Bowl ad buys. This year Ecuador Tourism is the only travel brand that’s committed to a game day commercial to the tune of $3.8 million.

Priceline previously ran pre-game ads, focused on Express Deals, in 2013 and 2012 as well as a half-time commercial in 2009. HomeAway is the only online booking company to invest in Super Bowl commercials, which ran ads in 2011 and 2010.

You can watch the ad before it airs on Sunday below:

Photo Credit: A clip from Priceline's Super Bowl ad. Priceline / YouTube