I cannot tell you how much I love this video, this song, this message. Watch it, watch it right now.
It has a great animation style, emphasizing a wonderful message about factory farming in a way that we have yet to see it. It’s really not anything we don’t know, but it is nice to see a chain restaurant embracing it. And I think the Scarecrow is a perfect way to get through to some of the public who just haven’t taken to it yet. I mean, the chicken is a little funny, but that cow will just melt your heart right out.
I’m not going to go through the whole video, you’re watching it, but I do want to point out the song choice. It’s a Fiona Apple cover of “Pure Imagination” from Willy Wonka and the Chocolate Factory. It’s so beautiful and haunting that I think it is really the reason, more so than the video, that we can’t look away. It captures you and pulls you into the whole story of the animation unfolding in front of you.
This is coming from me, the biggest Gene Wilder fan in existence. I have a personal vendetta against Johnny Depp and Tim Burton for what they did to Willy Wonka. There was no reason to remake that movie in the first place, but then to do it with such disrespect to one of the greatest film characters of all time … apologies, I get heated. I’ll refrain from going on.
My point is: what Fiona Apple did in recording this song is brilliant. It fits so perfectly for the purpose and the medium and she performs it with so much heart and passion, that it makes you feel everything you’re watching. I have to say, very well done.
Can we mention that it is a remake of a song used in a movie about a factory that employs an indigenous people and mass produces a food product? Kay. Just making sure we all caught that.
I think that the public perception of Chipotle can improve with marketing strategies like this. I don’t think that it has an overall bad image, but I know there are associations with it being a fast food restaurant (which, all chains have to deal with) and also it being, um, difficult to digest. (Don’t lie, you know you all saw the South Park episode with Chipotlaway!) I think coming out louder and stronger (no pun intended) about their stance on organic ingredients and humane treatment of animals can really change the first thought in your head about the restaurant. Plus, if you already loved Chipotle, it’s just going to remind you to have it for dinner tonight.
God damnit, now I want a burrito.
Chipotle Corn Salsa Recipe
(Recipe adapted from Chipotlefan.com)
- 6 cobs ‘o corn*
- 2 poblanos
- 1/2 red onion
- 2 jalapenos
- 1/3 cup cilantro, chopped
- 1/2 tbsp lemon juice
- 1/2 tbsp lime juice
- 1/2 tbsp grapefruit juice
- kosher salt
Roast the corn and the chiles on a grill or in your oven. You’ll want it to have dark yummy spots all over it. Cut the corn off the cob and dice the chiles, onion and jalapenos. Combine all ingredients and season to taste.
* I’ve read (though not confirmed) that you can get frozen corn, already roasted, at Trader Joes.
Fontina Turner, a food blogger and graphic designer from Philadelphia, makes classy-as-fuck comfort food and consumes an unhealthy amount of cheeses and craft beers. She can be found in the kitchen, at the bar, on Twitter or trying to make H. Jon Benjamin love her. Contact her at firstname.lastname@example.org.