In the newest installment in an ongoing ad campaign by environmentally-conscious restaurant chain Chipotle, Fiona Apple has scored a fairly haunting cover of the seminal Willy Wonka and The Chocolate Factory classic 'Pure Imagination'.

The fully-animated video, which clocks at nearly three-and-a-half minutes, is set at a meat processing plant with Apple's delicate vocals playing behind a disillusioned scarecrow factory worker. Over the course of his workday, it notices what is being done to the food people are served behind the scenes, which is an obvious stab at the practices done by major food corporations.

The restaurant described the ad: “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.”

This is the third cover-song advertisement the company has made. In 2011, Chipotle debuted a Willie Nelson cover of Coldplay's classic 'The Scientist', which also described the highly questionable practices done by major food corporations. Later that year, the company debuted another similar advertisement with Yeah Yeah Yeahs singer Karen O covering Waylon Jennings' 'Mammas Don't Let Your Babies Grow Up To Be Cowboys'.

As well, Chipotle has a brand new app game to go along with the video, which is available below.


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