# Superhuman Scent Campaigns Oscar Pistorius A*Men Commercial Unites Fragrance and Fitness By Amelia Roblin | Published 2011-02-23 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/oscar-pistorius-a-men-commercial References: [homotography.blogspot](http://homotography.blogspot.com/2011/02/amen-by-thierry-mugler-ft-oscar.html) & [mugler](http://www.mugler.com/int/en/#/6-fragrances) The man deemed to possess too much advantage to compete in the Olympics has signed a contract with Thierry Mugler for this Oscar Pistorius A*Men commercial. The double amputee runs on [carbon fiber prostheses](https://www.trendhunter.com/trends/derrick-henry) that make him faster than his two-legged competitors. Chosen as the new face of the [men's fragrance](https://www.trendhunter.com/trends/paradigme-fragrance), this sprinter embodies a superhuman ability that the cologne may now be associated with. The Oscar Pistorius A*Men commercial epitomizes [fitness, strength, endurance and masculinity](https://www.trendhunter.com/trends/soft-wins-campaign). ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 9% | Activity: 72% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What Makes This Trend Stand Out - **Fitness Fragrances:** Opportunity for fragrance brands to market their products as enhancing athletic performance and embodying the qualities of fitness and strength. - **Inclusive Advertising:** Trend in advertising where brands feature individuals with disabilities to promote diversity and inclusivity, creating opportunities for collaboration with athletes like Oscar Pistorius. - **Technological Prostheses:** Disruptive innovation opportunity for companies in the field of prosthetic technology to develop advanced carbon fiber prostheses that enhance athletic abilities. ### Sectors Adopting This - **Fragrance:** The fragrance industry can explore new marketing strategies and product development to cater to the fitness and athleticism market. - **Advertising:** Advertising agencies can help brands embrace inclusive advertising by showcasing diverse individuals, such as athletes with disabilities, to connect with a wider audience. - **Prosthetics:** Prosthetic technology companies have an opportunity to innovate and develop technologically advanced prostheses that enhance athletic performance and mobility. ## Related on Trend Hunter - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Attraction-Building Fragrance Ads](https://www.trendhunter.com/trends/fit-check-by-axe.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Metaverse Fragrance Experiences](https://www.trendhunter.com/trends/armani-beauty-fragrance.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md) - [Actor-Fronted Men's Fragrance Campaigns](https://www.trendhunter.com/trends/paradigme-fragrance.md) - [Athlete-Launched Inaugural Perfumes](https://www.trendhunter.com/trends/messi-eau-de-parfum.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Employee Fragrance Campaigns](https://www.trendhunter.com/trends/lidl-fragrance-campaign.md)