As an aside, William Shatner actually was involved in endorsing a product, but it wasn't knickers: "Founded by Theodore Loblaw, Loblaws stores used to operate across Canada until the early 1960s, when most locations in western Canada were re-branded as SuperValu, and later as Real Canadian Superstore. The company also once operated stores in upstate New York and northwest Pennsylvania. These were sold to Bells Markets in the mid-1970s. Some of the Loblaws stores in northwestern Pennsylvania continued operation into the early 1990s.
Actor William Shatner did a number of television commercials for Loblaws in the 1970s, and finished the ad spots by saying originally, "At Loblaws, more than the price is right; but, by gosh the price is right!" later shortened to, "At Loblaws, more than the price is right." "