Bait review: Riz Ahmed’s Bond-themed comedy is a stroke of hilarious, introspective genius

by

A star rating of 5 out of 5.

*Warning: This article contains spoilers for Bait.*

Riz Ahmed isn’t necessarily the first actor people would think of for a comedy series. He’s known for his dramatic work in shows and films like The Night Of, Sound of Metal, Rogue One, and Mogul Mowgli, where he consistently delivers strong, complex performances.

However, when it comes to his characters consistently making people laugh hysterically, that’s not really his strong suit.

The actor and rapper is known for choosing projects that explore diverse stories and experiences, and with ‘Bait,’ he’s created something both humorous and thoughtful. It’s also obvious he’s thoroughly enjoying this new direction in his career—so much so that it makes you wonder why he hasn’t done more comedies.

The trailer for Bait successfully reminded everyone about James Bond, sparking renewed discussion about the future of the franchise. Instead of just speculating about who would play 007 next, many viewers felt Ahmed was actively campaigning for the role with his latest, self-aware project.

Though ‘Bait’ feels like a showcase for Riz Ahmed to play the lead – and I’d love to see him in the role – the story uses the character of Bond to explore much deeper ideas. It’s genuinely funny, which is increasingly rare, but what’s truly special is how ‘Bait’ makes you think about the different sides of yourself and how you present them to the world.

The film follows Shah Latif, an actor trying to make it big, as he gets the incredible opportunity to audition for the role of James Bond. Although his audition doesn’t go perfectly, he soon learns the media is buzzing with speculation. Determined to get a second chance, Shah decides to create a public scene – he wants to be photographed leaving the studio, hoping the publicity will bring him back for another audition.

The announcement quickly sparked chaos, with news outlets proclaiming Shah as the potential new face of the franchise. Discussions erupted online and among cultural commentators about the possibility of a Pakistani actor playing Bond, mirroring recent debates about who should be the next 007. These conversations, which have touched on issues of gender and race, highlight the strong opinions and divisions that arise whenever the idea of a non-traditional Bond – someone who isn’t white, straight, or male – is considered.

Bait hilariously depicts Shah facing the reality that his dream of playing James Bond might not be shared by everyone. In a typical modern scenario, opinions fly fast and furious, and Shah quickly becomes the target of intense online criticism from people who strongly oppose his casting as the iconic character created by Ian Fleming.

While friends and family are supportive, some people—like Shah’s former partner—are questioning whether casting a Brown actor as a traditionally British character like James Bond is truly progressive, as many believe.

The story quickly turns into a classic spy thriller, and Shah unexpectedly finds himself at the heart of it. Despite only being six episodes long, the show is impressively fast-paced, packing a lot of charisma, charm, and plot twists into each brief 25-minute episode.

Don’t let the comedic premise fool you – ‘Bait’ is much deeper than a simple satire of the media world or a parody of spy thrillers. It’s a genuinely surprising and rewarding watch. The show follows Shah as he navigates newfound attention and realizes his life has become one long audition. The central mystery – ‘Who is he, really?’ – is cleverly left unanswered. Ultimately, ‘Bait’ is a thoughtful exploration of identity: how we balance different parts of ourselves, and what happens when we lose sight of who we are in the process.

He dreams of being an artist, but faces skepticism from those around him. This raises a bigger question: what does it truly mean to be an artist today? And, perhaps more importantly, what sacrifices are worth making to become someone you can be proud of?

The series ‘Bait’ tackles big questions, and it doesn’t shy away from strange ways of exploring them. We see the main character, Shah, actually talking to what he considers his inner voice – represented by a pig’s head. This is a daring choice that might not appeal to everyone, as it gets quite surreal and unusual. While dealing with complex issues, ‘Bait’ maintains a playful tone, and the pig’s head is just another example of that willingness to be unconventional, even if it occasionally feels jarring.

Although it felt a little unusual at times, Bait is a show that doesn’t easily fit into traditional categories.

Most comedies today lean towards drama, but “Bait” delivers classic sitcom energy with its fast-paced humor and clever banter, particularly in scenes featuring Ahmed and his cousin Zulfi, played hilariously by Guz Khan. The show also benefits from fantastic, though brief, appearances by talented actors like Himesh Patel, Rafe Spall, Weruche Opia, and Sian Clifford, making for a truly impressive cast.

Two episodes stand out as particularly great: a special episode centered around Eid, and another romantic one set in Brick Lane. As the fast-paced six-episode series continues, things only get wilder and more unpredictable.

Ahmed feels completely at ease with this project, something he’s been developing in his head for over ten years. Releasing it now, while everyone is anxiously awaiting the next James Bond announcement, is a brilliant move that highlights just how intense and perhaps unsettling public obsession with major characters can be.

While Ahmed’s attempt at a Bond-style film might have been a bit too self-aware for a real franchise continuation, “Bait” proves he’s a talented comedy director. I’m really hoping we see more projects like this from him.

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Authors

Morgan CormackDrama Writer

Morgan Cormack writes about TV and streaming drama for TopMob. Before that, she was an Entertainment Writer at Stylist. She also has experience in content marketing and freelancing, and holds a BA in English Literature.

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2026-03-25 12:05