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Fiona Apple Sang “Pure Imagination” From “Willy Wonka” For A Chipotle Ad

And it is so, so, so beautiful.

Fiona Apple recorded this version of “Pure Imagination,” the song Gene Wilder sings as Willy Wonka in the 1971 classic Willy Wonka and the Chocolate Factory for this video made by Chipotle as part of their campaign against factory farming. Here’s how Chipotle describes the plot of the video on their website:

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.

Pretty much anything Apple records is a rare treat, since she only sporadically releases music. Regardless of context, this is a truly gorgeous vocal performance and an inspired arrangement of the song.

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