Remember my post about good ideas in marketing? Well, there is a different idea or "concept" which did not produce the desired effects...
The The Vancouver Olympic torch was designed to inspire "skating", "skiing" and other cool stuff related to Olympic winter games to be held at Vancouver in 2010.
Unfortunately, its inspiration is more alike what Micheal Phelps and Ross Rebagliati were preaching by example in smoking drugs.
Anyways, please read this article for more information (and a picture of the torch!).