Chipotle has released a new ad unlike anything we’ve seen from them, and the animation–along with the haunting melody of Fiona Apple singing “Pure Imagination”–is a beautiful, thought-provoking stance against factory farming.

The song, which most of you will remember from “Willy Wonka And The Chocolate Factory”, is the perfect compliment to the animated sequence, which runs about three minutes and twenty-three seconds long. The entire thing achieves just what it sets out to; to make us think about what we’re buying and consuming while giving us a kick in the old nostalgia.

Check out the video below. Thanks to Buzzfeed.

Image: YouTube