With spots like "Toys," "Pigeons," and "Wine Glasses" under their belts, S&P's principals were responsible for creating some of Nissan's most iconic and successful advertising. Prior to such efforts, Nissan was struggling to become a high-volume player in the American automotive world. Key to an unprecedented turnaround that would see Nissan outselling its rival Honda for three straight years, Rob and Joe Hemp launched a now-familiar nameplate called the Altima– the highest-selling new car model in automotive history.