So, I have two theories here. This whole campaign is really Christina's and now they are starting to reveal it to public little by little OR her team is starting to see how affective/creative/innovative this campaign is and they are trying to take advantage of it.
Love(d) this song so much.
Actually, after watching this video again, the graphics looks similar. The color negativity (Black and White), artistic decor, the snow, graphics, the art etc...
And she also looks like a combined version of Lady Gaga and Christina.