Pity poor Dinky, the bug-eyed Chihuahua, who saw his currency plummet along with burrito sales at Taco Bell and was given his walking papers by the chain last week.
PERSONAL CRISIS: In 1998, Hispanic groups called ads offensive. In 2000, declining sales sent pooch to the pound.
MEMORABLE QUOTE: "Yo quiero Taco Bell"
LENGTH OF SERVICE: First ad debuted in 1961, but has had ups and downs; resurfaced big time in late 90s.
PERSONAL CRISIS: With incredible persistence, aquatic Emily Litella keeps trying to show StarKist he's got good taste, when they want tuna that taste good.
MEMORABLE QUOTE: "Keeps on going and going . . . "
PERSONAL CRISIS: Ohio banned ads showing Spuds as Canine Claus at Christmas 1987.
KEY FACT: Prefers "party animal" to the term "dog"
PERSONAL CRISIS: Decision to drop tagline "It's not easy being cheesy."
KEY FACT: Few cheetahs wear shades and sneakers with such elan.
CAREER HIGH: Starred with Burt Reynolds and Dyan Cannon in 1973's "Shamus," wrote three books, ran for president in 1988 and 1992.
PERSONAL CRISIS: Found in a Hinsdale animal shelter, Morris I went to litterbox in the sky in 1979 at 19. Morris II from a New England shelter flogged food for 15 years till retiring. Morris III, from a suburban Chicago shelter, debuted in 1996 and turned things over this year to Morris IV, who hails from a California shelter.
MEMORABLE QUOTE: "We coulda been huge."
CAREER HIGH: Son Tony Jr. won Kellogg's Frosted Rice account in the late '70s.
KEY FACT: Initially faced challenge from Katy the Kangaroo, Elmo the Elephant and Newt the Gnu, but eventually beat 'em all to became sole spokesbeast in 1953.
PERSONAL CRISIS: A burned bear cub that survived 1950 fire in the Lincoln National Forest, New Mexico, became living symbol of campaign and moved to D.C. Zoo.
MEMORABLE QUOTE: "Remember . . . only YOU can prevent forest fires."
PERSONAL CRISIS: After saddling her with four children (Beulah, Beauregard, twins Larabee and Lobelia), husband Elmer split to become a glue flogger in the 1940s.
MEMORABLE QUOTE: "If it's Borden's, it's got to be good."
PERSONAL CRISIS: In 1990, a dog destined for medical research was plucked from the laboratory to play Nipper.
KEY FACT: He's based on Francis Barraud's 1890 painting "His Master's Voice," starring a black-and-white fox terrier listening to a gramophone. Protege named Chipper, a Jack Russell Terrier, joined promo team in 1994.