Fiona Apple Does a Cover of “Pure Imagination” For a Chipotle Ad

Fiona Apple covers the song “Pure Imagination,” originally performed by Gene Wilder in Willy Wonka and the Chocolate Factory. The video was an ad created by Moonbot Studios for Chipotle as part of their “Food with Integrity Campaign”, to raise awareness about factory farming.

As Brandon Oldenburg, Director at Moonbot Studios said:

“Scarecrows… they’re about protecting food. Shooing the birds away so the crops aren’t tainted. But in this story, in a not so distant future, they’re protecting something we call “food.” but it is something that is seriously over produced on a dramatic scale, on an almost rube goldberg insanity scale. Which is not that far off from the truth.”

The video is a companion piece to the mobile game, “The Scarecrow.”

Fiona Apple’s rendition of the song can be downloaded from iTunes.

H/T to Haley S, via Matthew Perpetua, Buzzfeed.

Tate Srey - Tate Srey is an artist and an engineer. He is a nerd who likes to lift heavy things and put them back down again. He loves to run and swim and build things. He makes his own wine and beer, and dies a little inside when he has to pay more than $5 for draft. He has a natural affection for people with a teacher's spirit-- those who will share their knowledge and experience with others. Some men just want to watch the world learn. Tate can be found on Facebook, Twitter and LinkedIn.

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