Wow! A world first in music video production?

Spins you're right, it is basically an ad for profoto....but the point of it was that it was done with up to 10 profoto's per shot, rigged and portable, in an actual building not a studio set, and to recreate the same effects with continuous lighting and normal video would have cost a lot more than even double what it would probably cost to rent this kind of kit, its nothing really to do with power saving.....Its more to do with money saving, portability, ease of use etc, big budget with a small budget cost, less crew and so on.
In that respect I think its pretty groundbreaking, because ordinarily you would need a huge budget, a lot of setup time, a bigger crew, additional transport/generators etc etc, and a lot more time to do the same thing with continous lighting, thats what makes it so cool to me....despite the end video being pretty shit!

I'm inclined to disagree that you would need anymore crew or setup time than what was already used on this set. It may well have been shot on location but they would still need power from somewhere. Having a brief look on the profoto website suggests the unit they mentioned could run from mains power, unsurprisingly there are equally powerful continuous film lights that will run from the mains (and not give the crew an eppy each time you shoot a scene). Portability would also not be anymore of an issue than with the profoto units.

Regarding budget, I think it would be cheaper than you imagine. Very, very few promos today are made with budgets of more than a few thousand pounds and people are still creating great vids. Anyone of us could rent the necessary kit for next to nothing for a weekend with about 4 phone calls.

I agree that attempting to shoot stills to achieve a look otherwise unobtainable on a film camera, or as you say with an original lighting scheme or camera work is admirable and arguably will move film-making on but this doesn't achieve that.