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Watch Chipotle's New Ad Featuring Fiona Apple’s Cover of “Pure Imagination”

September 13, 2013  |  10:50am

Chipotle Mexican Grill has enlisted the help of Fiona Apple for a new infomercial as part of its campaign against factory farming. In the company’s three-minute spot, Fiona Apple sings over a highly orchestral rendition of “Pure Imagination,” the song Gene Wilder sang in 1971’s Willy Wonka and the Chocolate Factory. Chipotle provided a summary of its short CGI film, which is titled The Scarecrow:

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 and alternative to the unsustainable processed food from the factory.

The short film may have been conceived by a major restaurant chain’s marketing team, but kudos to Chipotle nevertheless for taking on its corporate social responsibility campaign with earnest.

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