Icelandic directing duo, Samuel & Gunnar have been collaborating together for several years. Before directing spots, both were editors. Samuel worked online, Gunnar offline. The directing team has gained acclaim from the start of their partnership, winning all the major Icelandic awards for both music videos and commercials. No other directors in Iceland won as many awards in such a short amount of time as Samuel & Gunnar. The two have received a Silver Effie and acquired several other nominations in 2006 - including the Best TV Ad of the Year in 2007, 2008 and 2009.