Chiptole has recently recruited a handful of musicians to record covers for their new promotional campaign. First was Karen O who covered Willie Nelson’s “Mammas Don’t Let Your Babies Grow Up to be Cowboys,” and then Willie Nelson provided his own rendition of Coldplay’s “The Scientist.” Fiona Apple though, took things in a slightly different direction and decided to create a very unique, very Fiona version of Willy Wonka and the Chocolate Factory’s classic “Pure Imagination.” Her cover of the song eliminates the wondrous, cinematic nature of the song and instead made the song slightly grim, a feeling only further solidified by the video, which depicts the grotesque world of factory farming. According to CoS, Chipotle explained the concept by stating:
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.
Watch Fiona’s contribution above.