Fiona Apple is a stone cold weirdo who does whatever the hell she wants. Pick a twenty-three word album name? Check. Cancel a tour out of respect for her dog? Check. Write a dirty song with Zach Galifianakis? Check. If nothing else, she’s the exact opposite of the type of artist who would partner with a big company purely for profit, and humorously, her new video, created with the help of Chipotle, seems to prove that.
Over the past few years, Chipotle has moved away from the obvious marketing campaigns many of its competitors employ and instead started pushing a social agenda that doesn’t include many overt references to the company itself. For its newest clip, a partnership with the viral game The Scarecrow, the delicious Mexican food brand got Apple to record an absolutely haunting version of “Pure Imagination” from Willy Wonka And The Chocolate Factory and paired it with a beautiful video featuring an animated rebel disgusted with the lack of authenticity in the food being created around him.
In just a few short days, the clip has already generated almost 500,000 views, and that number seems sure to skyrocket in the coming weeks. Obviously, there will be some who don’t make it to the end or even realize Chipotle is actually involved, but the majority of people will understand the clip’s intention and just how well it pairs with the company and its goal to get rid of all genetically modified foods. Clearly, that’s a cause Apple supports, and considering how beautiful the video and her cover of “Pure Imagination” are, I’m really glad she does.
If you feel like listening to another great cover of “Pure Imagination”, you can check out the Smoking Popes below…
Enthusiastic about Clue, case-of-the-week mysteries, the NBA and cookies at Disney World. Less enthusiastic about the pricing structure of cable, loud noises and Tuesdays.
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