The route to Appy-ness

Nestling amid the Ariège mountains of the Pyrenees, the town of Appy – population 25 – is a gloriously quiet place, if a little out of the way. “We’re not isolated,” says one of the townsfolk, “but this is a retreat.”

With the bakery 15km away, the supermarket 20km and high school 30km, cars are a necessity, but are planet-saving electric cars practical in such a remote, mountainous location? This campaign from Publicis Conseil aimed to show that if the move to electric cars is possible in Appy, it’s possible anywhere. 

The project was implemented in July, for a period of three years, with the each of the 11 households being provided with a brand new Renault ZOE, along with charging points. After only a few weeks the good folk of Appy were decidedly happy. 

As much a portrait of rural life as a promotion for the brand, the charming mini documentary, Appy, directed by Emmanuel Le Ber through BIG Films, follows the emotional and actual ZOE journeys of local characters such as the elderly couple Gilbert and Renée.  

Anticipating the fleet’s arrival, Gilbert affects a typical Gallic insouciance, claiming he’s not excited about the project, just interested to see how the cars drive. Renée cuts in: “He says he is calm, but yes, yes he’s excited.”

The villagers go on to to discover the car’s convenience and general roadworthiness. They cherish the tranquillity of their town and the ZOE fits right in. “Above all it’s quiet,” says Martine, “we can talk peacefully.” In a particularly meta moment, a family enjoying their motoring trip out say they feel like they’re in a car commercial…

As Gilbert affectionately settles the car in the garage for an overnight charge, delighting in toying with her responsive auto-locking ability, Renée’s getting jealous, she calls to him from the house – “Come on, you’re not going to spend all night in the ZOE.”