It seems to me as if Gaga doesn't want to use the brand 'Lady Gaga'. She rather wants it to be about the perfume, not herself. In that case, it's a really nice video. I like it.
I love it and it's very creepy. I was hoping Gaga would be in it but then I realized she said it was by some random guys I've never heard of so its exactly what I expected. Can't wait for the actual film.
It looks like it's part of a larger film and she tried editing it down but failed thus the black screens in the middle.