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Hear Fiona Apple’s Haunting Cover Of ‘Willy Wonka’ Classic “Pure Imagination” For Chipotle Ad

ef15af49721ca7a0572360614a38abe5 Hear Fiona Apple’s Haunting Cover Of ‘Willy Wonka’ Classic “Pure Imagination” For Chipotle Ad

Fiona Apple covered “Pure Imagination” from the film Willy Wonka & The Chocolate Factory (yep) for a Chipotle ad campaign (yep) criticizing factory farming. It’s not so random, actually: Apple is vegan and a noted animal lover (she once canceled concerts to be with her dying dog), plus you may remember when Willie Nelson covered Coldplay for an equally gloomy Chipotle ad a couple years ago.

The video features a scarecrow witnessing the horrors of factory farming and animals undergoing hormone therapy, and in the end he starts his own business selling sustainable vegetarian food. The hopeful yet off-kilter track from the 1971 film gets an especially melancholy treatment to fit the despairing visuals, and Apple’s weary, quivering vocals are a perfect vehicle for the message.

 

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