http://www.youtube.com/watch?v=lUtnas5ScSE
Without mentioning the word ‘Chipotle,’ Chipotle’s ad speaks for itself. Fiona Apple’s vocal rendition of “Pure Imagination” overlaps a slow-paced sequence of a beautifully rendered animation reminiscent of a Pixar or Dreamworks movie. In the same way the animation itself inspires a retro feel with its sepia palette, Apple’s deep jazz vocals undertow produces a nostalgic sound. Her deep vocals reflect the rich aesthetic visually present throughout the ad. Through a strong combination of acoustic and visual representations, Chipotle’s ad effectively portrays the thematic undertones of its marketing campaign. -Ariela Osuna, Music
From the warm color palette that clashes uncomfortably with the story’s dystopian message to the endearingly gangly figure of the titular scarecrow, the animation works surprisingly well on its own. It might even pass for a Pixar short (like the ones they show before their feature–length films). The story’s moral center, however, took a hard turn for us when Chipotle ended an otherwise heart–lifting story with an ad for their iPad app. No, Chipotle, just no. -Michelle Ma, Film & TV
Fiona Apple’s cover of "Pure Imagination," from the original "Willy Wonka & the Chocolate Factory," is both haunting and impassioned. Where Gene Wilder’s version of the song is optimistic through and through, Apple’s offers a sense of angst that plays well as the backdrop for the themes of the ad. Her version offers an intensity that’s not present in the original, and the risk delivers stellar results that showcase just how good a cover can be. -Cassandra Kyriazis, Music
