This lightning not only struck the pick-up truck ahead of the photographer, it lingers long enough to strike both trucks. The people were not injured because the lightning was grounded into the tires. While that behavior by the lightning is normal, the strike itself was wide, easily discerned in the film and sustained longer than a normal single strike of lightning.
The filming has pixels and the actual nature of the lightning may not have fully been recorded. It is a video and not a captured voltage either. It would be interesting to know if there were any signs of the strike on the bodies of the trucks. That would indicate a more physical capacity that could prove to be a changing character of lightning.
I find this video very unusual. The lightning wasn't completely grounded by the first truck. It sustained passing into the ground long enough for the MOVING truck with the photographer to be struck as well.
Some of the characteristics I think may be the culprit is higher levels of static electricity in the air. I don't know if I enjoy the same enthusiasm as Penn State, but, they are sincerely concerned about the characteristics of lightning.
Nitrogen, oxygen and water vapor molecules (click here) are broken apart by lightning and associated weaker electrical discharges, generating the reactive gases NO, O3, HO2, and the atmosphere's cleanser, OH.