Fiona Apple has covered Willy Wonka’s “Pure Imagination” in collaboration with Mexican fast food chain Chipotle in a campaign against factory farming. Apple, who is a known vegan, soundtracks an animated clip of a world where “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.” There is also a game based on the video that you can check out here. Chipotle has been known to mix music and food politics, having enlisted Karen O. and Willie Nelson (covering Coldplay!) for previous campaigns. Check their latest below.

Comments (16)
  1. Good job using the auto-correct, Stereogum. Fionna Apply for a job at Chipotle.

  2. So awesome. Love it. LOVE!

  3. That looks like a game that I would definitely want to play and the video is stunning! What I really wanna know is where I can download that song though.

  4. Fiona can’t do any wrong. Love it.

  5. Chipotle is just the lesser evil. They are still evil just less so than Mcdonald’s. And they were Happy to take Mcdonald’s investment money from them to grow into a bigger chain. I bet none of this “world of pure imagination” garbage played at that merger meeting.

    • I thought the same thing when I read this, especially considering Chipolte’s history with advertising items as vegetarian/vegan with no truth behind it. That being said at least it’s something. For a revolution you need some sort of evolution.

  6. Damnnnnnn. This is fantastic. Bravo.

  7. I need the mp3 STAT

  8. I really love this woman. I wonder if she’d give a brotha a chance?

  9. I still like Gene Wilder singing it better.

  10. Reminds me of her performance of Sally’s Song, both being darkly whimsical. Enjoyed it.

    Between this and the fashion-show-gone-bad, interesting how she’s teaming up with corporations lately. Not sure what it means or if its a trend but I’m surprised how, at this stage of her career, she’s more open to these kind of opportunities.

  11. That cow made me so sad ;.(

  12. great job

  13. My house is haunted.

  14. Mirror neurons Audrey Hepburn eyes drawing Funny Face empathy blind for a day Andrei’s mom yesterday quote friend naturally then again bad therapy rehash rehash retell details no! distract with laughter.

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