At a glance
Expert’s Rating
Our Verdict
Riz Ahmed once again proves his versatility as one of Britain’s leading talents. In his self-written satire, he humorously critiques the media frenzy around the casting of James Bond, while simultaneously delivering an intricate performance. Following initial doubts, Amazon’s acquisition of the 007 franchise is now proving fruitful.
Concerns were raised that James Bond’s essence might be lost once Jeff Bezos, the billionaire often likened to a real-life Blofeld, took over the franchise. Amazon Prime’s initial foray into the 007 universe did little to quell these fears.
Bait might be the best use of Bond since Skyfall
Despite Brian Cox’s efforts, the global challenge 007: Road to a Million—an awkward mix of Race Across the World and a generic pub quiz tied loosely to the iconic secret agent—failed to inspire. Fortunately, the second 007-related venture by the streaming giant, Bait, is far more compelling, arguably the best Bond-related offering since Skyfall.
This eight-episode dramedy focuses on Shah Latif (played by Riz Ahmed), a British-Pakistani actor whose career is in decline but who unexpectedly lands an audition for the coveted role of James Bond.
While he looks the part in a tuxedo, his memory isn’t as polished as his appearance. During a painful screen test, he forgets his lines and inadvertently broadcasts his frustration to the entire crew, leading to a personal crisis.
In a twist of fate, his departure from the audition is caught by a paparazzo, propelling Shah to the forefront of the Bond race.
Soon, social media buzzes with excitement about a Bond breaking the traditional white male mold. Producers, who had earlier dismissed him, begin to reconsider.
This clever narrative mirrors the real-life excitement and speculation surrounding Bond casting, a situation Ahmed knows well, having been considered for the role after his acclaimed performance in The Sound of Metal (though Callum Turner has since become a frontrunner).
It’s a brilliantly meta set-up which plays upon the ridiculous amount of hype and speculation surrounding Bond’s casting
Ahmed captivates as a man thrust into public discourse, highlighting the cultural debates that accompany modern news stories.
While Shah gains support from younger audiences, traditionalists react negatively, leading to online jabs and even a violent act against his family.
Navigating these challenges, Shah’s journey is intense, reminiscent of Adam Sandler’s role in Uncut Gems. Though the plot may seem lighthearted, Bait is anything but trivial, with a dream sequence that rivals Tarantino’s work.
The show tackles complex themes, including toxic masculinity, cultural identity, and racism—both overt and subtle—adding depth to the story.
Ahmed skillfully avoids portraying Shah as a flawless hero. Instead, Shah’s vanity and craving for approval, even from strangers, add layers to his character, making his story compelling.
Though the series tackles serious issues, it also delivers humor, often through Shah’s family, whose lively dialogue blends English and Urdu, enhancing authenticity. Guz Khan shines as Zulfi, Shah’s ambitious cousin.
Shah’s parents, Tahira (Sheeba Chaddha) and Parvez (Sajid Hasan), provide comedic relief with their differing reactions to his success. Tahira envisions financial gains, while Parvez jokes about other benefits. A standout cameo by Sir Patrick Stewart offers an unforgettable twist on his iconic role.
Should you watch Bait?
Bait could be the last Bond-themed project for some time. Though Amazon has assembled a team for the next film, casting remains undecided, with a possible release in 2028.
Meanwhile, this series stands as more than a placeholder, blending sharp satire with a thoughtful exploration of racial identity in 2026. Fans of Bond, Ahmed, or quality dramedies will find Bait a worthwhile watch.
All eight episodes of Bait are available to stream on Prime Video from 25 March 2026.
