WTF is "OBAY"

Each time I board the TTC, one is bombarded with strange adds... of something called OBAY

I don't know what this product is but here are some examples of lines used:

“When Amy started thinking for herself, we had to nip it in the bud with Obay.”
“Are your children starting to think for themselves? Put a stop to it now with OBAY.”
“My son used to have his own hopes and aspirations. Now he has mine. Thanks, Obay!”

WTF is this, after googling it, the only thing I found was a knock off site of EBAY http://www.hypermodern.net/obay/popup.htm

I am guessing this is some kind of new advertising campaign...