Of course the ad men are going to stage the "accidents" to show their product working properly - the follow on vid from 2012 when the Germans were testing the jacket shows just how it really doesn't protect you in certain scenarios. Also in the K bike clips, I see the screen has been removed - when I took my flight, I went through the screen and got a hoofing bruise (through my bike jacket) where I impacted with it, before it broke and let me fly on my way to my date with the tarmac. The tether on the inflatable jacket is too long to allow the jacket to inflate before hitting the screen.
It is interesting, in the clip of that the kid "falling" backwards off his bike (I've see some bad acting in my time), that he is saved by the inflatable vest - hurrah!, but you'll also notice that he's just wearing a tee shirt under the sleeveless vest, so makes you wonder just how safety conscious he/his parents really are.
An added plus of the inflatable jacket - if you crash into a river, lake, pond, ditch, deep puddle etc....it will act as a buoyancy aid and keep you afloat - but not necessarily face up!