Yea. It's formulaic. You could sell any product this way. Following the tried and true rule that only hot people can do anything right, show "regular" people making the egregious mistake of dropping their iPhone...in slow motion,,, while capturing their every pained grimace as they come to the realization their phone is not a pile of useless metal and plastic parts on the sidewalk. Then show a super hot women who simply smiles when her phone drops because she knows her phone will survive as it's protected by CaseMate.