Watch: Fiona Apple Covers “Pure Imagination” From “Willy Wonka” In New Chipotle Ad | Under the Radar | Music Blog for the Indie Music Magazine
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Watch: Fiona Apple Covers “Pure Imagination” From “Willy Wonka” In New Chipotle Ad

No To Factory Farming

Sep 13, 2013 Fiona Apple Bookmark and Share

Fiona Apple has teamed up with Chipotle in a new ad advocating against modern factory farming techinques. In the beautifully animated visual Apple provides a fittingly grim, but powerful cover of “Pure Imagination,” taken from the 1971 motion picture Willy Wonka & the Chocolate Factory. The ad itself follows the disenchantment of a factory-working scarecrow who must continually cover up or hide the chemical manipulations of the animals that are touted as being “all natural.”

Providing more detailed background to the story Chipotle writes on its website: “In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.”

The video is accompanied by a new mobile device game. Apple’s involvement with Chipotle is only the latest in a series of musician-based partnerships. In 2011 Karen O covered Willie Nelson and Waylon Jennings, while Willie Nelson covered Coldplay’s “The Scientist.”



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