You Obay -- the mystery!!

"Mysterious ads have been popping up on TTC bus shelters lately.
And they're getting people talking — and scratching their heads.
In one ad, a mother and daughter are smiling.
Underneath, a caption reads: "When Amy started thinking for herself, we had to nip it in the bud with Obay."

The word Obay seems to play off the word obey.
In another ad, a father and son are smiling.
The caption reads: "My son had ideas of his own. Obay put a stop to that."
Just who's behind the message?
And what's the message?"

[url=http://www.thestar.com/News/GTA/article/304963]http://www.thestar.com/Ne...

Does anyone know what this is?