Watch out Ritalin, here comes OBAY

Across Ontario, outdoor and transit advertising is touting a new pharmaceutical called "Obay." Google it all you like, but so far all you'll find online is this discussion on Yahoo Answers and this photo of a bus shelter ad: "My son used to have his own hopes and aspirations. Now he has mine. Thanks Obay™!" Another ad says, "Are your children starting to think for themselves? Put a stop to it now with Obay™." Some savvy consumers suspect a teaser campaign, and want to know who "the makers of BecauseIToldYouSo™" really are. Some guesses are already surprisingly close...

PostScript: (Feb 21, 2008)  Colleges Ontario has now publicly taken credit for the Obay campaign, and has announced a media conference for Monday. Media Release