☆☆☆☆☆ ★★★★★

Bait is the new six-part series from Riz Ahmed—who both writes and stars—following a struggling actor whose “last chance” at stardom arrives via an audition for James Bond. Ahmed plays Shah Latif, a down-on-his-luck performer who stumbles into an opportunity that could change everything. When he’s photographed leaving the audition, the world begins to wonder: is it time for a person of colour to play James Bond? Over six episodes, we follow Shah across four days as his life spins out of control while the public debates his suitability for the role of 007.

Shah’s audition isn’t actually very good; he forgets his lines, berates himself, and fails to impress the director. However, through a stroke of luck—or perhaps his ultimate misfortune—the paparazzi snap a photo of him leaving and immediately presume the lesser-known star has landed the role. While some on social media respond with excitement at the prospect of the first non-white Bond, others are hostile (at one point, a pig’s head is thrown through his Muslim parents’ window). Either way, his stock skyrockets. Though it’s a boon for his career, the sudden rise in fame takes a heavy toll on his mental health.

As the world picks apart Shah’s professional and personal life, reality and fantasy begin to blur. Bond is everything Shah isn’t: confident, desirable, and in control. The more the actor dwells on these differences, the further he spirals. Suddenly, his ordinary life mirrors the character he’s auditioning to play, descending into brawls, massacres, car chases, and kidnappings. There’s even a wild Patrick Stewart cameo that defies description (and which we won’t spoil here). Whether these events are real or figments of his imagination is left to the audience, though by the finale, the signs of a profound existential crisis are hard to ignore.

Bait isn’t really about Bond, nor is it Ahmed’s personal audition tape; it’s an odyssey into the unravelling mental health of a man bearing the weight of his entire community. The 007 casting is simply the catalyst for his inner turmoil. Don’t expect a cynical, The Studio-style industry takedown; Bait has something far more personal to say about the cultural identity of the British diaspora. What starts as a comedy quickly evolves into an eerie psychological thriller.

The show is an unusual mish-mash of genres—at times a biting industry satire, at others a wacky fever dream. Through all its eccentricities, Bait uses dark humour to explore identity, class, toxic masculinity, and the complicated space of assimilation. It doesn’t always land, but it deserves applause for balancing gravity with laughs within such an eccentric framework.

It’s the type of show you have to commit to. It doesn’t always make sense, and it occasionally errs too far into the surreal, but it flows toward a moving conclusion where Shah is forced to confront his identity as a public figure. While the absurdism sometimes threatens to overtake the plot, it culminates in a poignant final episode.

Shah’s world is populated by a rich cast who feel instantly authentic. His family jumps between Urdu and English, gossiping about characters and situations you only ever hear about second-hand. It feels like peering into a real home. A standout is his cousin Zulfi (Guz Khan), a budding entrepreneur trying to launch an “Uber knock-off”. Khan brings his signature quick-talking confidence to the proceedings, perfectly balancing Ahmed’s quieter performance. They are joined by Shah’s supportive yet demanding parents (Sheeba Chaddha and Sajid Hasan) and his frustrated ex-girlfriend, Yasmin (Ritu Arya). It’s a shame more time isn’t spent on the family’s own subplots—their romances and aspirations—as Ahmed has created such a lovable unit you’ll find yourself wanting more of them.

You don’t have to be a Bond contender to connect with this series. Many, especially those from similar backgrounds, will sympathise with the pressures of society and family. While presented abstractly, Bait is ultimately about the search for approval from strangers, often at the expense of ourselves. The need for acceptance is universal, transcending religion, diaspora, or profession.

While not strictly biographical, the series clearly draws on Ahmed’s own experiences. Having been frequently linked to the 007 franchise since Daniel Craig stepped down, he writes with a specificity about being a Muslim actor in London that feels incredibly close to home. For a first-time showrunner, Ahmed displays a rare, “anarchist” confidence.

There is nothing else quite like Bait. It takes big swings, addresses vital topics, and remains immensely funny throughout. It’s occasionally too weird for its own good, and the message sometimes gets lost in the eccentricity, but the finale ties these themes together into a journey well worth taking.

USA • UK | 2026 | 6 EPISODES | 16:9 HD | COLOUR | ENGLISH

Cast & Crew

writers: Riz Ahmed, Azam Mahmood & Prashanth Venkataramanujam.
directors: Tom George & Bassam Tariq.
starring: Riz Ahmed, Guz Khan, Aasiya Shah, Sheeba Chaddha, Sajid Hasan, Soni Razdan, Weruche Opia & Ritu Arya.

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