Obay is a fictional mind control medication at the centre of a viral marketing campaign begun in February 2008 by Colleges Ontario, the advocacy group for colleges and institutes of applied arts and technology in the province of Ontario, Canada, and developed by the Smith Roberts advertising agency. The campaign seeks to eliminate what the group calls "academic snobbery"^[1] on the part of parents, who often see colleges as inferior to universities,^[2][3] and who may push their children towards the latter option against their wishes.

Overview [link]

Beginning the week of February 11, 2008, advertisements for Obay began appearing throughout Ontario, primarily at public transit venues such bus stops, subway stations, as well as on and in transit vehicles themselves. The ads variously claimed that Obay, "from the makers of WhyBecauseISaidSo™", could stop children from thinking for themselves, or supplant their own hopes and goals with their parents'.^[4] Radio ads also aired directing listeners to call 1-888-YOU-OBAY, where Obay was said to transform children into "docile pussycats, open to... the future you've mapped out for them."^[5] The campaign received national and international attention.^[6][7]

Despite the use of the trademark symbol, there have been no filings for trademarks for either Obay or WhyBecauseISaidSo with the Canadian Intellectual Property Office, nor have there been any other indications (such as Health Canada filings) indicating that the product was actually available for sale. As a result speculation immediately arose as to whether the campaign was a form of viral marketing, anti-commercial culture jamming (potentially linked to the "Obey Giant" street art campaign), or possibly anti-pharmaceutical activism by the Church of Scientology. Within a week, local blog Torontoist said they had traced the campaign to the colleges group.^[8]

Colleges Ontario officially confirmed their involvement on February 25, 2008, launching the second phase of the campaign, which also includes a website and cinema advertising, emphasizing the variety of available programs. The original ads have been "corrected" with notices that Obay does not actually exist, directing viewers to the organization's website.^[9]

References [link]

External links [link]

• Ontario Colleges "Why College" website
• Mysterious Ads for “Obay”—Accordion Guy Blog, February 15, 2008
• Flickr photo pool of Obay ads

v t e Toronto Transit Commission Buses Blue Night Network Fleet Routes Wheel-Trans York University Busway Subway/RT      Bloor–Danforth      Scarborough RT      Sheppard      Yonge–University–Spadina Rolling stock Stations Signals Streetcar 501 Queen 502 Downtowner 503 Kingston Rd 504 King 505 Dundas 506 Carlton 508 Lake Shore 509 Harbourfront 510 Spadina 511 Bathurst 512 St. Clair Rolling stock Loops Light rail Sheppard East Finch West Eglinton–Scarborough Crosstown Facilities Arrow Road Bus Garage Ashbridges Bay Carhouse Birchmount Bus Garage Davisville Subway Yard Eglinton Bus Garage Greenwood Subway Yard Hillcrest Complex Lakeshore Bus Garage Malvern Bus Garage McCowan RT Yard Mount Dennis Bus Garage Queensway Bus Garage Roncesvalles Carhouse Russell Carhouse Toronto Coach Terminal Vincent Subway Yard Wilson Bus Garage and Subway Yard William McBrien Building History Williams Omnibus Bus Line Toronto Street Railway Toronto Suburban Railway Toronto Railway Toronto Civic Railways Toronto Transportation Commission Toronto Island Ferry Gray Coach Queen line Municipal Service Car Network 2011 Downtown Relief Line 1995 Russell Hill subway accident Eglinton West line 2006 wildcat strike 2008 strike Transit City Special Constable Services Miscellaneous Accessibility Communications and Information System Fares Metrolinx Obay Personnel Toronto Subway Font Italics indicate a proposed route or project under construction