The official video:
Note the lack of audience - quicker + easier to shoot with continuity, and therefore cheaper; could be costly assembling an audience + keeping them there long enough for multi-shoots too. Verisimilitude is clearly important though: the guitar leads are plugged in, the sweat is flying, the performance is high energy, reinforced by selectively fast-paced editing (use of short takes).
|The new consolidated YouTube channel.|
Is this their most successful video? Not by a long shot as these screenshots from (the new YouTube-consolidated - used to be the VEVO artist channel*) their official channel: *read more here, look for UGC TAKES A HIT section
FOR COMPARISON/CONTEXT: When The Sun Goes Down
Another video, useful to reference - the social realist style links well to their determination to maintain a credible, 'authentic' image. John Moule commented on these videos (which he worked on) that the band, especially for a young, new, not established act, were exceptionally determined to control the creative process themselves. Its more common for an auteur director, or simply record company/management, to oversee the key creative decision-making for a video; pitches are often presented to a band (or their label/management) to okay, few bands come up with their own detailed proposals.