This TV commercial—made by special effects company The Mill for Direct TV—is pretty neat. They filmed the race in a stadium in Mexico. Then they got the actor's head in a green room, mapping that over the race video, replacing the head.
It tries to sell the idea that, with Direct TV, you will live the London Olympics 2012 as if you were in the actual event, right on the track. Which got me thinking: wouldn't it be cool if athletes' senses were wired to some kind of device that would allow anyone to feel the thrill of living such an event.
Or, you know, just give them glasses with cameras in them for point-of-view TV retransmission, like with Formula 1 cars.