By J.B. Scott at 10:54 AM Friday, September 13th 2013
As part of its ongoing campaign to raise awareness about sustainable farming, Chipotle released The Scarecrow, a new video featuring Fiona Apple‘s re-working of the Willy Wonka and the Chocolate Factory classic Pure Imagination.
As you might imagine, Apple’s rendition of the song is relentlessly bleak, and the accompanying video – highlighting a futuristic society ruled by the cold machination of industrial food farming – is, well, also very bleak.
Chipotle outlined the plot with the following words:
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.
Musically, Fiona’s take on the song shows off some impressive re-interpretation. There’s something oddly alluring about hearing such a previously-cheery and whimsical song turned into the soundtrack for a video detailing such somber goings-on.
Here’s the video:
If you’d prefer your Fiona Apple videos without product placement for burritos, enjoy her slick video for Hot Knife, which was directed by Paul Thomas Anderson. Don’t forget to catch her tour with Blake Mills next month, too.