It's not exactly svelte, and if it went off accidentally in your pocket it could cause some serious damage, but there's no denying it's effective.
Honda have taken their car safety knowledge, applied it to mobiles and came up with the world's first airbag for phones.
Unfortunately the chap in the video is speaking Japanese so we can't tell how serious this product is -- but judging by the 'pocket dropping machine' we'll assume it's fairly tongue-in-cheek.