The Persistent "Nanana~Samsepe"... Why the Original Song Could Not Be Found [Business & Issues]

⑥The Music That Made Everyone 'Samsepe' Turns Out to Be
Samsung's Own Production, Used Since 2023
Commissioned from an Unknown Italian Singer

"You Drive Me Crazy (Ma tu mi fai impazzire), Sam Se Pe (Samsepe)"

The Samsung Electronics commercial music, featuring a retro-style addictive background music (BGM) with only 'Samsepe' clearly audible, is becoming a hot topic. The Samsung Sale Festa (Samsepe) marketing has succeeded in drawing attention to the extent that just hearing the intro music makes it clear it’s a Samsung Electronics ad. Reflecting the high response to the Samsepe background music, Samsung Electronics specially produced a 1-minute version and released it at Samsung Store locations and on YouTube. The 'Samsepe Event,' which anyone nationwide can participate in, has also drawn a positive response with about 120,000 participants in just 15 days since its launch.

This commercial music that made everyone hum 'Samsepe' does not have an original song. On the 26th, Samsung Electronics stated regarding the Samsepe commercial track, "It is an original composition with no separate original song." They explained that it was directly produced to imprint 'Samsepe' by using a retro feel inspired by Italian canzone music. Samsung Electronics has been using this self-produced track since the 2023 Samsepe, and this year it has been arranged in a more upbeat style.

As the Samsepe commercial music became a hot topic, curiosity about the original song grew among netizens. Rumors spread that the original song was 'Mamma Maria' by the Italian mixed group Ricchi E Poveri. A Samsung Electronics official said, "It is true that it was commissioned from an Italian singer, but they are not the singers known to the public," adding, "It was created without an original song together with an unknown, unsigned singer."

Through this music, Samsung Electronics aimed to evoke a festive feeling while expressing hope at the beginning of the year and the excitement of the new year. They also sought to raise awareness of Samsepe by using addictive background music where only 'Samsepe' is clearly heard among foreign language lyrics.

The lyrics are a love confession but in Italian. The only recognizable word in the middle is 'Samsepe,' which is repeated several times. "You drive me crazy. Samsepe. I want to shout that we should love each other. Samsepe. The life I want includes you. Samsepe. Time flies when we are together. Samsepe. I want to shout that we should love each other. Samsepe."

The '2024 Samsung Electronics Sale Festa' (Samsepe) campaign, created with Cheil Worldwide, cleverly expressed the consumers participating in Samsepe using addictive background music. It featured stories of a large family buying an extra refrigerator, a consumer regretting missing the opportunity and waiting for a year, and newlyweds who intended to buy only one appliance but ended up purchasing a truckload of electronics. As of the 26th, the campaign has surpassed 3.23 million cumulative views on YouTube. It has received praise such as "Singing along to Samsepe, I’m going to buy a refrigerator," and "Just listening to the song makes me excited and want to buy."

Supporting new beginnings, the '2024 Samsepe,' now in its fourth year, offers even richer benefits. Customers purchasing major products such as home appliances and mobile devices at nationwide online and offline stores until the 31st of this month can enjoy various benefits including discounts, membership points, and cashback. Samsepe, which has recorded sold-out sales every year, is achieving early success again this year thanks to strong customer support. Products like the QLED TV (163cm), Bespoke Refrigerator 4-Door (870L), and Galaxy Book (35.6cm) have been so popular that all prepared quantities were sold out. Not only purchasing customers but the entire nation can participate in the 'Samsepe Event,' which has exceeded about 120,000 participants in just 15 days.