KFC “Bottomless Bucket” Wins Big at the Loeries
KFC’s irreverent and craft-driven campaign “Bottomless Bucket” has claimed top honours at the Loeries, with particular recognition awarded for Editing — a win that places editor Evy Katz firmly in the spotlight.
The campaign, created for KFC, captured audiences with its surreal escalation, razor-sharp pacing, and a rhythm that turns absurdity into comedic precision. But beyond the bold concept lies a masterclass in post-production timing — the invisible architecture that transforms performance and script into cultural impact.
Editing as the Engine of Comedy
“Bottomless Bucket” thrives on restraint and release. Each beat lands with surgical timing. Reactions are held just long enough to build tension — then snap into payoff. The edit does not simply assemble footage; it performs the joke.
Katz’s approach elevates the craft beyond continuity. Jump cuts feel intentional, reaction shots are calibrated for maximum tension, and the narrative tempo accelerates in a way that mirrors the absurdity unfolding on screen. The result is a seamless viewing experience where escalation feels inevitable — and hilarious.
Industry peers at the Loeries cited the campaign’s “confident pacing” and “precise tonal control” as defining characteristics — hallmarks of editing that understands both brand and audience.
Post-Production Precision
Behind the humour lies technical discipline. Tight shot selection, performance-driven cut points, and meticulous sound integration ensure the comedic rhythm remains intact across every platform and runtime. In an era of multi-format delivery and shortened attention spans, that control becomes even more critical.
The win underscores a broader truth: while bold ideas grab attention, it is execution that secures awards.
A Craft-Led Victory
For South Africa’s advertising industry, the accolade reinforces the continued strength of local post-production talent on the continental stage. For Katz, it marks another milestone in a career defined by instinctive storytelling and technical mastery.
At its core, “Bottomless Bucket” is proof that editing is not a finishing touch — it is a storytelling force.
And at this year’s Loeries, that force was impossible to ignore.
