Pop culture obsessives writing for the pop culture obsessed.
Pop culture obsessives writing for the pop culture obsessed.
Illustration for article titled Fiona Apple covered “Pure Imagination” from emWilly Wonka/em for Chipotle

A few years ago Willie Nelson covered Coldplay’s “The Scientist” for a short film produced by Chipotle about the industrial butchering industry, and the company’s comparatively more ethical practices. Not long after, Karen O covered Willie Nelson and Waylon Jennings for another Chipotle-sponsored video in support of small farmers. Now it's the turn of Fiona Apple, committed vegan and animal lover, who covered “Pure Imagination” from Willy Wonka & The Chocolate Factory for another Chipotle short, this one about a scarecrow who laments his part in factory farming.


It’s a haunting and ironically placed rendition in another gorgeously animated film, which indicts chemical modification and animal cruelty in the food industry—once again in service of promoting Chipotle’s different approach. There’s also an interactive mobile app game, available here, which rewards players with a free burrito sourced from animals that roam free and are read bedtime stories.

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