Well, you guys were talking about her having a controversial music video, and suicide is a controversial subject.
The music video doesn't have to literally go with what the song is about.
Some parts of the song could apply to a friend, even though it's about a lover.
She could be saving her male counterpart in the music video from deep, dark depression. Idk just anything related to suicide would spur a lot of attention from the media.
But, at the end of the video there would be a happy ending.