The Deadlift Setup Position

Question concerning setup cues.  David had the athlete raise his chest mid-way through the video, and the athlete also raised his head/neck.  It's been my understanding that you need to maintain a neutral gaze, and that raising the head/neck often correlates to exaggerated lumbar extension.  Is there a better way to cue an athlete to maintain an appropriate chest position to ensure a neutral spine in the setup?