Totally not anything new. I'll echo what others have said about that honestly being a very good ad. It doesn't get much more straight forward than what they put out there.
The "themed" sort of band is definitely not a new thing. You had Alice Cooper, Kiss, Misfits back in the day. Devo for a bit. Lots of bands that had everyone doing something matching. Fast forward some and you still see bands like this such as Slipknot, Mushroomhead, Ghost, etc.
Personally, I couldn't play in any band where I had to act a part. That's not on them. That's on me. That's my limitation whether it is real or self imposed. I have a hard enough time following simple rules like "Pants, Barry; pants." So... getting me to play Ghoul #2 just isn't very likely.
Now, I could see me putting on a button-up shirt for a more formal gig but I am usually just the guy that shows up in whatever it was I had on for whatever it was I doing for the first part of the day.
Best of luck to them in their search. Good musicians aren't as hard to find as the good musicians you don't want to throttle at least once a week.