If you want to sell something in tech, you can either employ cleavage or violence. In this case, the boys at G-Form are demoing their new iPhone case by beating the hell out of it with a hockey stick. Sure!
Your iPad is expensive and delicate, and one side of it is made out of glass. So breaking it is a very real, and very shitty prospect. Most cases will protect against bruises. This one protects against hammer strikes.