(ROOT (S (NP (NNP Obay)) (VP (VBZ is) (NP (NP (DT a) (JJ fictional) (NML (NN mind) (NN control)) (NN medication)) (PP (IN at) (NP (NP (DT the) (NN centre)) (PP (IN of) (NP (NP (DT a) (JJ viral) (NN marketing) (NN campaign)) (VP (VP (VBN begun) (PP (IN in) (NP (NNP February) (CD 2008))) (PP (IN by) (NP (NP (NNPS Colleges) (NNP Ontario)) (, ,) (NP (NP (DT the) (NN advocacy) (NN group)) (PP (IN for) (NP (NP (NNS colleges) (CC and) (NNS institutes)) (PP (IN of) (NP (VBN applied) (NNS arts) (CC and) (NN technology))) (PP (IN in) (NP (NP (DT the) (NN province)) (PP (IN of) (NP (NP (NNP Ontario)) (, ,) (NP (NNP Canada))))))))) (, ,)))) (CC and) (VP (VBN developed) (PP (IN by) (NP (DT the) (NML (NNP Smith) (NNP Roberts)) (NN advertising) (NN agency))))))))))) (. .)))
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.
nsubj
Number=Sing
Obay
Obay
PROPN
NNP
cop
Mood=Ind|Number=Sing|Person=3|Tense=Pres|VerbForm=Fin
be
is
AUX
VBZ
det
Definite=Ind|PronType=Art
a
a
DET
DT
amod
Degree=Pos
fictional
fictional
ADJ
JJ
compound
Number=Sing
mind
mind
NOUN
NN
compound
Number=Sing
control
control
NOUN
NN
root
Number=Sing
medication
medication
NOUN
NN
case
at
at
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nmod
Number=Sing
centre
centre
NOUN
NN
case
of
of
ADP
IN
det
Definite=Ind|PronType=Art
a
a
DET
DT
amod
Degree=Pos
viral
viral
ADJ
JJ
compound
Number=Sing
marketing
marketing
NOUN
NN
nmod
Number=Sing
campaign
campaign
NOUN
NN
acl
Tense=Past|VerbForm=Part
begin
begun
VERB
VBN
case
in
in
ADP
IN
obl
Number=Sing
February
February
PROPN
NNP
nummod
NumForm=Digit|NumType=Card
2008
2008
NUM
CD
case
by
by
ADP
IN
compound
Number=Plur
Colleges
Colleges
PROPN
NNPS
obl
Number=Sing
Ontario
Ontario
PROPN
NNP
punct
,
,
PUNCT
,
det
Definite=Def|PronType=Art
the
the
DET
DT
compound
Number=Sing
advocacy
advocacy
NOUN
NN
appos
Number=Sing
group
group
NOUN
NN
case
for
for
ADP
IN
nmod
Number=Plur
college
colleges
NOUN
NNS
cc
and
and
CCONJ
CC
conj
Number=Plur
institute
institutes
NOUN
NNS
case
of
of
ADP
IN
amod
Tense=Past|VerbForm=Part
apply
applied
VERB
VBN
nmod
Number=Plur
art
arts
NOUN
NNS
cc
and
and
CCONJ
CC
conj
Number=Sing
technology
technology
NOUN
NN
case
in
in
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nmod
Number=Sing
province
province
NOUN
NN
case
of
of
ADP
IN
nmod
Number=Sing
Ontario
Ontario
PROPN
NNP
punct
,
,
PUNCT
,
appos
Number=Sing
Canada
Canada
PROPN
NNP
punct
,
,
PUNCT
,
cc
and
and
CCONJ
CC
conj
Tense=Past|VerbForm=Part
develop
developed
VERB
VBN
case
by
by
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
compound
Number=Sing
Smith
Smith
PROPN
NNP
flat
Number=Sing
Roberts
Roberts
PROPN
NNP
compound
Number=Sing
advertising
advertising
NOUN
NN
obl
Number=Sing
agency
agency
NOUN
NN
punct
.
.
PUNCT
.
(ROOT (S (NP (DT The) (NN campaign)) (VP (VBZ seeks) (S (VP (TO to) (VP (VB eliminate) (SBAR (WHNP (WP what)) (S (NP (DT the) (NN group)) (VP (VBZ calls) (S (NP (`` ") (JJ academic) (NN snobbery) ('' "))) (PP (IN on) (NP (NP (DT the) (NN part)) (PP (IN of) (NP (NP (NNS parents)) (, ,) (SBAR (SBAR (WHNP (WP who)) (S (ADVP (RB often)) (VP (VBP see) (NP (NP (NNS colleges)) (PP (IN as) (ADJP (JJ inferior) (PP (IN to) (NP (NNS universities))))))))) (, ,) (CC and) (SBAR (WHNP (WP who)) (S (VP (MD may) (VP (VB push) (NP (PRP$ their) (NNS children)) (PP (IN towards) (NP (NP (DT the) (JJ latter) (NN option)) (PP (IN against) (NP (PRP$ their) (NNS wishes))))))))))))))))))))) (. .)))
The campaign seeks to eliminate what the group calls " academic snobbery " on the part of parents, who often see colleges as inferior to universities, and who may push their children towards the latter option against their wishes.
det
Definite=Def|PronType=Art
the
The
DET
DT
nsubj
Number=Sing
campaign
campaign
NOUN
NN
root
Mood=Ind|Number=Sing|Person=3|Tense=Pres|VerbForm=Fin
seek
seeks
VERB
VBZ
mark
to
to
PART
TO
xcomp
VerbForm=Inf
eliminate
eliminate
VERB
VB
obj
PronType=Rel
what
what
PRON
WP
det
Definite=Def|PronType=Art
the
the
DET
DT
nsubj
Number=Sing
group
group
NOUN
NN
acl:relcl
Mood=Ind|Number=Sing|Person=3|Tense=Pres|VerbForm=Fin
call
calls
VERB
VBZ
punct
"
"
PUNCT
``
amod
Degree=Pos
academic
academic
ADJ
JJ
xcomp
Number=Sing
snobbery
snobbery
NOUN
NN
punct
"
"
PUNCT
''
case
on
on
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
obl
Number=Sing
part
part
NOUN
NN
case
of
of
ADP
IN
nmod
Number=Plur
parent
parents
NOUN
NNS
punct
,
,
PUNCT
,
nsubj
PronType=Rel
who
who
PRON
WP
advmod
often
often
ADV
RB
acl:relcl
Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin
see
see
VERB
VBP
obj
Number=Plur
college
colleges
NOUN
NNS
case
as
as
ADP
IN
obl
Degree=Pos
inferior
inferior
ADJ
JJ
case
to
to
ADP
IN
obl
Number=Plur
university
universities
NOUN
NNS
punct
,
,
PUNCT
,
cc
and
and
CCONJ
CC
nsubj
PronType=Rel
who
who
PRON
WP
aux
VerbForm=Fin
may
may
AUX
MD
conj
VerbForm=Inf
push
push
VERB
VB
nmod:poss
Case=Gen|Number=Plur|Person=3|Poss=Yes|PronType=Prs
their
their
PRON
PRP$
obj
Number=Plur
child
children
NOUN
NNS
case
towards
towards
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
amod
Degree=Pos
latter
latter
ADJ
JJ
obl
Number=Sing
option
option
NOUN
NN
case
against
against
ADP
IN
nmod:poss
Case=Gen|Number=Plur|Person=3|Poss=Yes|PronType=Prs
their
their
PRON
PRP$
nmod
Number=Plur
wish
wishes
NOUN
NNS
punct
.
.
PUNCT
.
(ROOT (S (PP (VBG Beginning) (NP (NP (DT the) (NN week)) (PP (IN of) (NP (NNP February) (CD 11) (, ,) (CD 2008))))) (, ,) (NP (NP (NNS advertisements)) (PP (IN for) (NP (NNP Obay)))) (VP (VBD began) (VP (VBG appearing) (PP (IN throughout) (NP (NNP Ontario))) (, ,) (PP (ADVP (RB primarily)) (IN at) (NP (NP (NML (JJ public) (NN transit)) (NNS venues)) (NP (JJ such) (NP (NN bus) (NNS stops)) (, ,) (NP (NN subway) (NNS stations)) (, ,) (CONJP (RB as) (RB well) (IN as)) (PP (IN on) (CC and) (IN in) (NP (NP (NN transit) (NNS vehicles)) (ADVP (PRP themselves))))))))) (. .)))
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.
advcl
VerbForm=Ger
beginning
Beginning
VERB
VBG
det
Definite=Def|PronType=Art
the
the
DET
DT
obl:tmod
Number=Sing
week
week
NOUN
NN
case
of
of
ADP
IN
nmod
Number=Sing
February
February
PROPN
NNP
nummod
NumForm=Digit|NumType=Card
11
11
NUM
CD
punct
,
,
PUNCT
,
nmod:tmod
NumForm=Digit|NumType=Card
2008
2008
NUM
CD
punct
,
,
PUNCT
,
nsubj
Number=Plur
advertisement
advertisements
NOUN
NNS
case
for
for
ADP
IN
nmod
Number=Sing
Obay
Obay
PROPN
NNP
root
Mood=Ind|Number=Plur|Person=3|Tense=Past|VerbForm=Fin
begin
began
VERB
VBD
xcomp
VerbForm=Ger
appear
appearing
VERB
VBG
case
throughout
throughout
ADP
IN
obl
Number=Sing
Ontario
Ontario
PROPN
NNP
punct
,
,
PUNCT
,
advmod
primarily
primarily
ADV
RB
case
at
at
ADP
IN
amod
Degree=Pos
public
public
ADJ
JJ
compound
Number=Sing
transit
transit
NOUN
NN
obl
Number=Plur
venue
venues
NOUN
NNS
case
Degree=Pos
such
such
ADJ
JJ
compound
Number=Sing
bus
bus
NOUN
NN
nmod
Number=Plur
stop
stops
NOUN
NNS
punct
,
,
PUNCT
,
compound
Number=Sing
subway
subway
NOUN
NN
conj
Number=Plur
station
stations
NOUN
NNS
punct
,
,
PUNCT
,
cc
as
as
ADV
RB
fixed
Degree=Pos
well
well
ADV
RB
fixed
as
as
ADP
IN
case
on
on
ADP
IN
cc
and
and
CCONJ
CC
fixed
in
in
ADP
IN
compound
Number=Sing
transit
transit
NOUN
NN
conj
Number=Plur
vehicle
vehicles
NOUN
NNS
nmod:npmod
Case=Acc|Number=Plur|Person=3|PronType=Prs|Reflex=Yes
themselves
themselves
PRON
PRP
punct
.
.
PUNCT
.
(ROOT (S (NP (DT The) (NNS ads)) (ADVP (RB variously)) (VP (VBD claimed) (SBAR (IN that) (S (NP (NP (NNP Obay)) (, ,) (`` ") (PP (IN from) (NP (NP (DT the) (NNS makers)) (PP (IN of) (NP (NNP WhyBecauseISaidSo))))) ('' ") (, ,)) (VP (MD could) (VP (VB stop) (NP (NNS children)) (PP (IN from) (S (VP (VP (VBG thinking) (PP (IN for) (NP (PRP themselves)))) (, ,) (CC or) (VP (VB supplant) (NP (PRP$ their) (JJ own) (NNS hopes) (CC and) (NNS goals)) (PP (IN with) (NP (PRP$ their) (NNS parents) ('' ')))))))))))) (. .)))
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'.
det
Definite=Def|PronType=Art
the
The
DET
DT
nsubj
Number=Plur
ad
ads
NOUN
NNS
advmod
variously
variously
ADV
RB
root
Mood=Ind|Number=Plur|Person=3|Tense=Past|VerbForm=Fin
claim
claimed
VERB
VBD
mark
that
that
SCONJ
IN
nsubj
Number=Sing
Obay
Obay
PROPN
NNP
punct
,
,
PUNCT
,
punct
"
"
PUNCT
``
case
from
from
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nmod
Number=Plur
maker
makers
NOUN
NNS
case
of
of
ADP
IN
nmod
Number=Sing
WhyBecauseISaidSo
WhyBecauseISaidSo
PROPN
NNP
punct
"
"
PUNCT
''
punct
,
,
PUNCT
,
aux
VerbForm=Fin
could
could
AUX
MD
ccomp
VerbForm=Inf
stop
stop
VERB
VB
obj
Number=Plur
child
children
NOUN
NNS
mark
from
from
SCONJ
IN
advcl
VerbForm=Ger
think
thinking
VERB
VBG
case
for
for
ADP
IN
obl
Case=Acc|Number=Plur|Person=3|PronType=Prs|Reflex=Yes
themselves
themselves
PRON
PRP
punct
,
,
PUNCT
,
cc
or
or
CCONJ
CC
conj
VerbForm=Inf
supplant
supplant
VERB
VB
nmod:poss
Case=Gen|Number=Plur|Person=3|Poss=Yes|PronType=Prs
their
their
PRON
PRP$
amod
Degree=Pos
own
own
ADJ
JJ
obj
Number=Plur
hope
hopes
NOUN
NNS
cc
and
and
CCONJ
CC
conj
Number=Plur
goal
goals
NOUN
NNS
case
with
with
ADP
IN
nmod:poss
Case=Gen|Number=Plur|Person=3|Poss=Yes|PronType=Prs
their
their
PRON
PRP$
nmod
Number=Plur
parent
parents
NOUN
NNS
punct
'
'
PUNCT
''
punct
.
.
PUNCT
.
(ROOT (S (NP (NN Radio) (NNS ads)) (ADVP (RB also)) (VP (VBD aired) (S (VP (VBG directing) (NP (NP (NNS listeners)) (SBAR (S (VP (TO to) (VP (VB call) (NP (NP (CD 1-888-YOU-OBAY)) (, ,) (SBAR (WHADVP (WRB where)) (S (NP (NNP Obay)) (VP (VBD was) (VP (VBN said) (S (VP (TO to) (VP (VB transform) (NP (NNS children)) (PP (IN into) (NP (`` ") (JJ docile) (NNS pussycats))) (, ,) (ADJP (JJ open) (, to...) (NP (NP (DT the) (NN future)) (SBAR (S (NP (PRP you)) (VP (VBP 've) (VP (VBN mapped) (PRT (RP out)) (PP (IN for) (NP (PRP them))))))))))))))))))))))))) (. .) ('' ")))
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 . "
compound
Number=Sing
Radio
Radio
NOUN
NN
nsubj
Number=Plur
ad
ads
NOUN
NNS
advmod
also
also
ADV
RB
root
Mood=Ind|Number=Plur|Person=3|Tense=Past|VerbForm=Fin
air
aired
VERB
VBD
xcomp
VerbForm=Ger
direct
directing
VERB
VBG
obj
Number=Plur
listener
listeners
NOUN
NNS
mark
to
to
PART
TO
advcl
VerbForm=Inf
call
call
VERB
VB
obj
NumForm=Digit|NumType=Card
1-888-yOusOsay
1-888-YOU-OBAY
NUM
CD
punct
,
,
PUNCT
,
advmod
PronType=Rel
where
where
ADV
WRB
nsubj:pass
Number=Sing
Obay
Obay
PROPN
NNP
aux:pass
Mood=Ind|Number=Sing|Person=3|Tense=Past|VerbForm=Fin
be
was
AUX
VBD
advcl
Tense=Past|VerbForm=Part|Voice=Pass
say
said
VERB
VBN
mark
to
to
PART
TO
xcomp
VerbForm=Inf
transform
transform
VERB
VB
obj
Number=Plur
child
children
NOUN
NNS
case
into
into
ADP
IN
punct
"
"
PUNCT
``
amod
Degree=Pos
docile
docile
ADJ
JJ
obl
Number=Plur
pussycat
pussycats
NOUN
NNS
punct
,
,
PUNCT
,
amod
Degree=Pos
open
open
ADJ
JJ
punct
to...
to...
PUNCT
,
det
Definite=Def|PronType=Art
the
the
DET
DT
appos
Number=Sing
future
future
NOUN
NN
nsubj
Case=Nom|Person=2|PronType=Prs
you
you
PRON
PRP
aux
Mood=Ind|Number=Sing|Person=2|Tense=Pres|VerbForm=Fin
have
've
AUX
VBP
acl:relcl
Tense=Past|VerbForm=Part
map
mapped
VERB
VBN
compound:prt
out
out
ADP
RP
case
for
for
ADP
IN
obl
Case=Acc|Number=Plur|Person=3|PronType=Prs
they
them
PRON
PRP
punct
.
.
PUNCT
.
punct
"
"
PUNCT
''
(ROOT (S (NP (DT The) (NN campaign)) (VP (VBD received) (NP (ADJP (JJ national) (CC and) (JJ international)) (NN attention))) (. .)))
The campaign received national and international attention.
det
Definite=Def|PronType=Art
the
The
DET
DT
nsubj
Number=Sing
campaign
campaign
NOUN
NN
root
Mood=Ind|Number=Sing|Person=3|Tense=Past|VerbForm=Fin
receive
received
VERB
VBD
amod
Degree=Pos
national
national
ADJ
JJ
cc
and
and
CCONJ
CC
conj
Degree=Pos
international
international
ADJ
JJ
obj
Number=Sing
attention
attention
NOUN
NN
punct
.
.
PUNCT
.
(ROOT (S (PP (IN Despite) (NP (NP (DT the) (NN use)) (PP (IN of) (NP (DT the) (NN trademark) (NN symbol))))) (, ,) (NP (EX there)) (VP (VP (VBP have) (VP (VBN been) (NP (NP (DT no) (NNS filings)) (PP (IN for) (NP (NP (NNS trademarks)) (PP (IN for) (NP (CC either) (NNP Obay) (CC or) (NNP WhyBecauseISaidSo))))) (PP (IN with) (NP (DT the) (NNP Canadian) (NML (NNP Intellectual) (NNP Property)) (NNP Office)))))) (, ,) (CC nor) (SINV (VBP have) (NP (EX there)) (VP (VBN been) (NP (NP (NP (DT any) (JJ other) (NNS indications)) (-LRB- -LRB-) (PP (JJ such) (IN as) (NP (NML (NNP Health) (NNP Canada)) (NNS filings))) (-RRB- -RRB-)) (VP (VBG indicating) (SBAR (IN that) (S (NP (DT the) (NN product)) (VP (VBD was) (ADVP (RB actually)) (ADJP (JJ available) (PP (IN for) (NP (NN sale)))))))))))) (. .)))
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.
case
despite
Despite
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
obl
Number=Sing
use
use
NOUN
NN
case
of
of
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
compound
Number=Sing
trademark
trademark
NOUN
NN
nmod
Number=Sing
symbol
symbol
NOUN
NN
punct
,
,
PUNCT
,
expl
there
there
PRON
EX
aux
Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin
have
have
AUX
VBP
root
Tense=Past|VerbForm=Part
be
been
VERB
VBN
det
no
no
DET
DT
nsubj
Number=Plur
filing
filings
NOUN
NNS
case
for
for
ADP
IN
nmod
Number=Plur
trademark
trademarks
NOUN
NNS
case
for
for
ADP
IN
cc:preconj
either
either
CCONJ
CC
nmod
Number=Sing
Obay
Obay
PROPN
NNP
cc
or
or
CCONJ
CC
conj
Number=Sing
WhyBecauseISaidSo
WhyBecauseISaidSo
PROPN
NNP
case
with
with
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
amod
Degree=Pos
Canadian
Canadian
ADJ
NNP
amod
Degree=Pos
intellectual
Intellectual
ADJ
NNP
compound
Number=Sing
Property
Property
PROPN
NNP
nmod
Number=Sing
Office
Office
PROPN
NNP
punct
,
,
PUNCT
,
cc
nor
nor
CCONJ
CC
aux
Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin
have
have
AUX
VBP
expl
there
there
PRON
EX
conj
Tense=Past|VerbForm=Part
be
been
VERB
VBN
det
any
any
DET
DT
amod
Degree=Pos
other
other
ADJ
JJ
nsubj
Number=Plur
indication
indications
NOUN
NNS
punct
(
(
PUNCT
-LRB-
case
Degree=Pos
such
such
ADJ
JJ
fixed
as
as
ADP
IN
compound
Number=Sing
Health
Health
PROPN
NNP
compound
Number=Sing
Canada
Canada
PROPN
NNP
nmod
Number=Plur
filing
filings
NOUN
NNS
punct
)
)
PUNCT
-RRB-
acl
VerbForm=Ger
indicate
indicating
VERB
VBG
mark
that
that
SCONJ
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nsubj
Number=Sing
product
product
NOUN
NN
cop
Mood=Ind|Number=Sing|Person=3|Tense=Past|VerbForm=Fin
be
was
AUX
VBD
advmod
actually
actually
ADV
RB
ccomp
Degree=Pos
available
available
ADJ
JJ
case
for
for
ADP
IN
obl
Number=Sing
sale
sale
NOUN
NN
punct
.
.
PUNCT
.
(ROOT (S (PP (IN As) (NP (DT a) (NN result))) (NP (NN speculation)) (ADVP (RB immediately)) (VP (VBD arose) (PP (IN as) (PP (IN to) (SBAR (IN whether) (S (NP (DT the) (NN campaign)) (VP (VBD was) (NP (NP (DT a) (NN form)) (PP (IN of) (NP (NP (JJ viral) (NN marketing)) (, ,) (NP (NP (JJ anti-commercial) (NN culture) (NN jamming)) (-LRB- -LRB-) (VP (ADVP (RB potentially)) (VBN linked) (PP (IN to) (NP (DT the) (`` ") (NML (NML (NNP Obey) (NNP Giant)) ('' ") (NML (NN street) (NN art))) (NN campaign)))) (-RRB- -RRB-)) (, ,) (CC or) (ADVP (RB possibly)) (NP (NP (JJ anti-pharmaceutical) (NN activism)) (PP (IN by) (NP (NP (DT the) (NNP Church)) (PP (IN of) (NP (NNP Scientology))))))))))))))) (. .)))
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.
case
as
As
ADP
IN
det
Definite=Ind|PronType=Art
a
a
DET
DT
obl
Number=Sing
result
result
NOUN
NN
nsubj
Number=Sing
speculation
speculation
NOUN
NN
advmod
immediately
immediately
ADV
RB
root
Mood=Ind|Number=Sing|Person=3|Tense=Past|VerbForm=Fin
arise
arose
VERB
VBD
mark
as
as
SCONJ
IN
fixed
to
to
SCONJ
IN
mark
whether
whether
SCONJ
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nsubj
Number=Sing
campaign
campaign
NOUN
NN
cop
Mood=Ind|Number=Sing|Person=3|Tense=Past|VerbForm=Fin
be
was
AUX
VBD
det
Definite=Ind|PronType=Art
a
a
DET
DT
advcl
Number=Sing
form
form
NOUN
NN
case
of
of
ADP
IN
amod
Degree=Pos
viral
viral
ADJ
JJ
nmod
Number=Sing
marketing
marketing
NOUN
NN
punct
,
,
PUNCT
,
amod
Degree=Pos
anti-commercial
anti-commercial
ADJ
JJ
conj
Number=Sing
culture
culture
NOUN
NN
acl
Number=Sing
jam
jamming
NOUN
NN
punct
(
(
PUNCT
-LRB-
advmod
potentially
potentially
ADV
RB
acl
Tense=Past|VerbForm=Part
link
linked
VERB
VBN
case
to
to
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
punct
"
"
PUNCT
``
compound
Number=Sing
Obey
Obey
PROPN
NNP
compound
Number=Sing
Giant
Giant
PROPN
NNP
punct
"
"
PUNCT
''
compound
Number=Sing
street
street
NOUN
NN
compound
Number=Sing
art
art
NOUN
NN
obl
Number=Sing
campaign
campaign
NOUN
NN
punct
)
)
PUNCT
-RRB-
punct
,
,
PUNCT
,
cc
or
or
CCONJ
CC
advmod
possibly
possibly
ADV
RB
amod
Degree=Pos
anti-pharmaceutical
anti-pharmaceutical
ADJ
JJ
conj
Number=Sing
activism
activism
NOUN
NN
case
by
by
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nmod
Number=Sing
Church
Church
PROPN
NNP
case
of
of
ADP
IN
nmod
Number=Sing
Scientology
Scientology
PROPN
NNP
punct
.
.
PUNCT
.
(ROOT (S (PP (IN Within) (NP (DT a) (NN week))) (, ,) (NP (JJ local) (NN blog) (NNP Torontoist)) (VP (VBD said) (SBAR (S (NP (PRP they)) (VP (VBD had) (VP (VBN traced) (NP (DT the) (NN campaign)) (PP (IN to) (NP (DT the) (NNS colleges) (NN group)))))))) (. .)))
Within a week, local blog Torontoist said they had traced the campaign to the colleges group.
case
within
Within
ADP
IN
det
Definite=Ind|PronType=Art
a
a
DET
DT
obl
Number=Sing
week
week
NOUN
NN
punct
,
,
PUNCT
,
amod
Degree=Pos
local
local
ADJ
JJ
compound
Number=Sing
blog
blog
NOUN
NN
nsubj
Number=Sing
Torontoist
Torontoist
PROPN
NNP
root
Mood=Ind|Number=Sing|Person=3|Tense=Past|VerbForm=Fin
say
said
VERB
VBD
nsubj
Case=Nom|Number=Plur|Person=3|PronType=Prs
they
they
PRON
PRP
aux
Mood=Ind|Number=Plur|Person=3|Tense=Past|VerbForm=Fin
have
had
AUX
VBD
ccomp
Tense=Past|VerbForm=Part
trace
traced
VERB
VBN
det
Definite=Def|PronType=Art
the
the
DET
DT
obj
Number=Sing
campaign
campaign
NOUN
NN
case
to
to
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
compound
Number=Plur
college
colleges
NOUN
NNS
obl
Number=Sing
group
group
NOUN
NN
punct
.
.
PUNCT
.
(ROOT (S (NP (NNS Colleges) (NNP Ontario)) (ADVP (RB officially)) (VP (VBD confirmed) (NP (NP (PRP$ their) (NN involvement)) (PP (IN on) (NP (NNP February) (CD 25)))) (, ,) (S (VP (VBG launching) (NP (NP (DT the) (JJ second) (NN phase)) (PP (IN of) (NP (NP (DT the) (NN campaign)) (, ,) (SBAR (WHNP (WDT which)) (S (ADVP (RB also)) (VP (VBZ includes) (NP (DT a) (NML (NN website) (CC and) (NN cinema)) (NN advertising)) (, ,) (S (VP (VBG emphasizing) (NP (NP (DT the) (NN variety)) (PP (IN of) (NP (JJ available) (NNS programs))))))))))))))) (. .)))
Colleges Ontario officially confirmed their involvement on February 25, launching the second phase of the campaign, which also includes a website and cinema advertising, emphasizing the variety of available programs.
compound
Number=Plur
college
Colleges
NOUN
NNS
nsubj
Number=Sing
Ontario
Ontario
PROPN
NNP
advmod
officially
officially
ADV
RB
root
Mood=Ind|Number=Sing|Person=3|Tense=Past|VerbForm=Fin
confirm
confirmed
VERB
VBD
nmod:poss
Case=Gen|Number=Plur|Person=3|Poss=Yes|PronType=Prs
their
their
PRON
PRP$
obj
Number=Sing
involvement
involvement
NOUN
NN
case
on
on
ADP
IN
compound
Number=Sing
February
February
PROPN
NNP
obl
NumForm=Digit|NumType=Card
25
25
NUM
CD
punct
,
,
PUNCT
,
advcl
VerbForm=Ger
launch
launching
VERB
VBG
det
Definite=Def|PronType=Art
the
the
DET
DT
amod
Degree=Pos|NumType=Ord
second
second
ADJ
JJ
obj
Number=Sing
phase
phase
NOUN
NN
case
of
of
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nmod
Number=Sing
campaign
campaign
NOUN
NN
punct
,
,
PUNCT
,
nsubj
PronType=Rel
which
which
PRON
WDT
advmod
also
also
ADV
RB
acl:relcl
Mood=Ind|Number=Sing|Person=3|Tense=Pres|VerbForm=Fin
include
includes
VERB
VBZ
det
Definite=Ind|PronType=Art
a
a
DET
DT
obj
Number=Sing
website
website
NOUN
NN
cc
and
and
CCONJ
CC
compound
Number=Sing
cinema
cinema
NOUN
NN
conj
Number=Sing
advertising
advertising
NOUN
NN
punct
,
,
PUNCT
,
advcl
VerbForm=Ger
emphasize
emphasizing
VERB
VBG
det
Definite=Def|PronType=Art
the
the
DET
DT
obj
Number=Sing
variety
variety
NOUN
NN
case
of
of
ADP
IN
amod
Degree=Pos
available
available
ADJ
JJ
nmod
Number=Plur
program
programs
NOUN
NNS
punct
.
.
PUNCT
.
(ROOT (S (NP (DT The) (JJ original) (NNS ads)) (VP (VBP have) (VP (VBN been) (VP (`` ") (VBN corrected) ('' ") (PP (IN with) (NP (NNS notices) (SBAR (IN that) (S (NP (NNP Obay)) (VP (VBZ does) (RB not) (ADVP (RB actually)) (VP (VB exist)))))))) (, ,) (S (VP (VBG directing) (NP (NNS viewers)) (PP (IN to) (NP (NP (DT the) (NN organization) (POS 's)) (NN website))))))) (. .)))
The original ads have been " corrected " with notices that Obay does not actually exist, directing viewers to the organization's website.
det
Definite=Def|PronType=Art
the
The
DET
DT
amod
Degree=Pos
original
original
ADJ
JJ
nsubj:pass
Number=Plur
ad
ads
NOUN
NNS
aux
Mood=Ind|Number=Plur|Person=3|Tense=Pres|VerbForm=Fin
have
have
AUX
VBP
aux:pass
Tense=Past|VerbForm=Part
be
been
AUX
VBN
punct
"
"
PUNCT
``
root
Tense=Past|VerbForm=Part|Voice=Pass
correct
corrected
VERB
VBN
punct
"
"
PUNCT
''
case
with
with
ADP
IN
obl
Number=Plur
notice
notices
NOUN
NNS
mark
that
that
SCONJ
IN
nsubj
Number=Sing
Obay
Obay
PROPN
NNP
aux
Mood=Ind|Number=Sing|Person=3|Tense=Pres|VerbForm=Fin
do
does
AUX
VBZ
advmod
not
not
PART
RB
advmod
actually
actually
ADV
RB
acl
VerbForm=Inf
exist
exist
VERB
VB
punct
,
,
PUNCT
,
advcl
VerbForm=Ger
direct
directing
VERB
VBG
obj
Number=Plur
viewer
viewers
NOUN
NNS
case
to
to
ADP
IN
det
Definite=Def|PronType=Art
the
the
DET
DT
nmod:poss
Number=Sing
organization
organization
NOUN
NN
case
's
's
PART
POS
obl
Number=Sing
website
website
NOUN
NN
punct
.
.
PUNCT
.
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 " on the part of parents, who often see colleges as inferior to universities, and who may push their children towards the latter option against their wishes. 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'. 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 . " The campaign received national and international attention. 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. Colleges Ontario officially confirmed their involvement on February 25, 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.