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

*Warning: This article contains spoilers for Bait.*

When it comes to comedy, many TV fans may not immediately suggest Riz Ahmed as the first choice for a series frontman that has major funny chops. With previous critically acclaimed roles in the likes of The Night Of, Sound of Metal, Rogue One and Mogul Mowgli, Ahmed is no stranger to the screen or a powerful, multilayered role.

But as for whether the majority of his characters have left us in fits of laughter on the floor? Not quite as much.

It's clear the actor and rapper is known for picking roles and productions that show off a range of experiences and stories but in Bait, Ahmed has not only crafted a story that is equal parts funny and introspective, but it's clear to see that the actor is having some serious fun in this lane of his career. So much so that after watching, you may start to wonder just why he hasn't been cast in more comedies.

Prior to its release, Bait got Bond back on people's brains as the trailer renewed interest in the infamous franchise and the state of its future. No longer were people wondering who the next 007 was because it looked as though Ahmed was pitching himself to be the iconic spy in his new meta project.

While Bait could easily stand as an extended audition tape for Ahmed to take on the title role (one that I personally wholeheartedly support), Bond is simply a plot device here that opens up the door to a whole world of deep, contemplative thinking. Laughs are to be had in plentiful supply, but the great thing here is the red herring of Bait. It's not simply just a six-parter that will leave you laughing out loud – a rare feat, it seems like these days – but it's tackling of wider themes may even leave you wondering about the persona you show up as on any given day.

We follow Ahmed as struggling actor Shah Latif as he embarks on the dream of a lifetime – getting the chance to audition to be the next James Bond. While he fudges the audition, he's later informed by a runner that press are camping outside the studio, intent on churning the rumour mill that we know all too well in the real world. So, like any man with a plan, Shah makes it his mission to get in front of the camera and be papped leaving the building, all in a bid to be invited back to re-audition.

What ensues is akin to complete pandemonium as headlines start labelling Shah as the next franchise leader, cultural critics and faceless social media users wade into the debate of having a Pakistani Bond. We've lived through similar in recent times as the world continues to postulate on who will be the next 007. We've had debates about gender, race and the like, with the lingering question mark over the future of Bond only fuelling further division if the internet starts to entertain the idea of this fictional character not being white, straight and male.

The ludicrousness of it all is showcased in Bait as Shah now has to reckon with a world that doesn't actually want him to play Bond, despite this being the career jump he's only ever dreamed of. It can't quite be 2026 without everyone having an opinion about something and that herd mentality only gets set alight in a big way as Shah is on the receiving end of online hate and commentators who can't think of anything worse than Shah encapsulating the Ian Fleming-penned character.

Where friends and family offer some support, others (Shah's ex-girlfriend) start voicing their ideas around whether a Brown actor taking on a neo-colonial British character like Bond isn't quite the woke move that many may think it is.

Soon, everything starts escalating in the way of any good spy thriller, with Shah finding himself being a central character in one of his own. At just six episodes, things move at such a heady pace that you can't help but be impressed at all the charisma, charm and plot development that is crammed into each 25-minute instalment.

While many may think this is just a comedy about the churn of the media mill that pokes fun at Bond, Bait is so much more than you may think – and it's a wonderful surprise to watch it all unfold. Shah goes from being relatively unknown to realising that he's living in one big, extended audition himself. 'Who are you, really?' is the kind of question I imagine being central to the brainstorming session for this series, with Bait gleefully not really providing any answers. More so, it's a reflection on what it means to balance every facet of your identity and what it can also look like to lose yourself in the process of that.

He wants nothing more than to be an 'artist', but with eye rolls coming from industry peers and family members at the mention of the word, what does it mean in today's climate to be one? And more importantly, at what cost does it come to be one that you can look back at in the mirror with pride?

Those questions and more form the basis of Bait's more out-there concepts as we see Shah speak (quite literally) to his inner voice, which is embodied in the form a pig's head. It's a bold move for the show and may divide some viewers, veering on the surreal and outlandish. Bait is a series that doesn't take itself too seriously despite wading into several thorny topics, and the pig's head is simply an extension of that – even if it may jar some out of the viewing experience at times.

While it may have been a tad random in some aspects, it's also an example of the way that Bait isn't a show that fits neatly into any margins.

Where many comedies these days feel more drama than straight comedy, Bait packs in all the quick wit and quibbles of any great sitcom, especially in Ahmed's triumphant scenes with his on-screen family, namely Shah's cousin Zulfi, who is brilliantly embodied by Guz Khan. Throw in brief but superb performances by Himesh Patel, Rafe Spall, Weruche Opia and Sian Clifford, and we've got a veritable treat of a cast.

The third dedicated Eid episode and the fourth more romantic Brick Lane-based instalment are particular highlights to look forward to, with things only getting more bonkers the more we career through the snappy six episodes.

Ahmed is so comfortably at home within this series, which has been an idea whirring round in his mind for more than a decade now. Releasing it while the world waits on tenterhooks to find out who Bond actually will be is a stroke of genius that only underlines why public fascination with big franchise characters is so out-of-hand and almost dystopian.

Ahmed may have gone too meta to warrant a serious Bond callback from the powers-that-be but if anything, Bait stands on its own two feet to demonstrate that Ahmed can craft a thoroughly enjoyable comedy and that it's one that I personally will be crossing my fingers for more of.

Bait is coming to Prime Video on Wednesday 25 March 2026. Sign up for a 30-day free trial of Prime Video and pay £8.99 a month after that.

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