The Ranch Tooth, the character from McCann Erickson's Wendy's Monterey Ranch Chicken Sandwich spot, has become a celebrity in its own right. The tooth, which has an Aflac-duck-like tendency of screeching "Ranch!" in the ad, quickly gained fans who wrote about the tooth on blogs and message boards. The tooth was also featured on a radio talk show on New York's WPLJ. "It was surprising how popular the tooth was," says Marco Cignini, senior art director on the ad, which was also created by Jesse Potack, senior copywriter. So the team decided to use the popularity for good: It asked the client for the OK to put the tooth (of which there are two, one used in the ad and a backup stand-in) on eBay, with profits going to the Dave Thomas Foundation for Adoption. The creatives swear that all bids are real. At press time, bidding was up to $931, with four days left.