Saw the video. Was that dog in particular a deaf dog? I've seen many dogs trained as that one was. I like attentiveness, but this, to me, is overkill.
Just personal, don't everyone get huffy on me. To explain, I simply want my dog paying attention to me out of the corner of her eye... not neck wrenching, or me bumping into her.
Now, on to deaf dogs: Deaf dogs can successfully be taught much the same as clicker training... using a hand held flasher (instead of a clicker) and hand signals (instead of spoken word).