Watch: Fiona Apple Sings for Chipotle Ad on Factory Farming
Fiona Apple, friend of animals and committed vegan, has partnered with Chipotle on a campaign about factory farming. For the animated clip, Apple covered “Pure Imagination” from the 1971 film Willy Wonka & the Chocolate Factory, a rendition that is especially haunted and emotional given the grim context. The video was first available via Crumbler.
The video features an adorable scarecrow who witnesses the horrors of factory farming and ultimately makes his own vegetarian tacos. Chipotle offered a plot description at 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 an app-based game, available here.
It’s not the first time Chipotle has partnered with a musician to explore its social responsibility: Back in 2011, Karen O covered Willie Nelson and Waylon Jennings for a video about a small scale agriculture (Sadly the video isn’t available anymore). Likewise, Willie Nelson’s cover of Coldplay’s “The Scientist”soundtracked a similar ad.