If the phone you are manufacturing has only one feature to separate it from the rash of middling but capable competition out there, you better first make sure that it’s really damn good at that feature. As we all know, unbreakable is a pretty strong statement to make, and it is also a bit of a dare to its users. You see, one reporter quickly turned this unbreakable device into the “unsinkable” Titanic of phones.

With just a few minutes of video, coupled with explanation and a few words from the CEO, this doodad is done in. Better yet, the CEO claps his hands and laughs as a response. Really though, we couldn’t imagine a better response. It is good to at least laugh at your own failure/embarrassment then to attempt any sort of bs’ed recovery from this one.

Head over to Gizmodo to watch the video.