S&P's principals, Rob Siltanen and Joe Hemp, were responsible for creating some of Nissan's most successful and celebrated advertising. Under their direction, Nissan outsold its rival Honda for the first time ever, an accomplishment they repeated for three straight years. Siltanen & Hemp's work for Nissan won countless creative honors, including Gold and Grand Effie Awards. Their spot, "Toys," remains one the most highly-awarded car commercials in history. It was named commercial of the year by TIME, Rolling Stone, USA Today, and Adweek.