Red John reference?

The video likely worked due to its use of a recognizable symbol (the smiley face associated with the 'Red John' character from The Mentalist) and its atmospheric, suspenseful imagery, which appeals to fans of mystery and crime dramas.

The video opens with a red neon smiley face in the sky over a city at night, transitioning to a bloody smiley face drawn on a wall. It then shows a man in a sheriff's uniform in various outdoor settings, interacting with others, and looking concerned.