Fiona Apple Makes Willy Wonka’s ‘Pure Imagination’ Ironic For Taco Chain

Written by Sarah Bella on 13th September, 2013

Fiona Apple Makes Willy Wonka’s ‘Pure Imagination’ Ironic For Taco Chain

Indie songstress and vegan Fiona Apple has teamed up with American Mexican food chain Chipotle to raise awareness about factory farming, providing a cover of Pure Imagination from Willy Wonka And The Chocolate Factory for a new video.

The song is the soundtrack to a haunting mini film in which an animated scarecrow finds out the truth about where his food really comes from, eventually deciding that eating veggies is a better way to go.

It also comes with an app-based game, with Chipotle describing the set-up as a dystopian fantasy world where all food production is controlled by a fictional company called 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.”

This isn’t the first time Chipotle have gotten a touch radical on us, previously having made similar videos with sounds provided by Yeah Yeah Yeahs frontwoman Karen O and country superstar Willie Nelson. You can play The Scarecrow game yourself here.

Watch: The Scarecrow


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