I've never had good luck with any name brand tape measures. Lufkin being one of the worse. The failures are typically to the tape where I'm extending it out to measure spacings between roof rafters, and the tape bends over and produces a kink in the blade. This renders it useless for 'airborn flight' ever again. That and recoil springs early failure. Seems the name brands have poor heat treat or hardness specifications.
Also I never let a tape recoil back without braking it from having the tip slam in, as this is a good way to cause the end of the tape to be damaged.
My best luck has been with the local home supply (Menards), and buy their "Tool Shop" brand.
The video looks like one of those bright yellow Stanley brand tape measures that I've also had bad luck with.
The video is missing the beginning where the recoil spring is wound, that would be interesting to see. The operator is doing this all bare handed, seems like a good cut from the tape edge is needed or this is a staged video.