‘Bait’ Season 1 review: Biting the bullet of becoming Bond

Riz Ahmed turns Hollywood’s methods of representation on its head with the razor sharp satire series Bait.

To call Bait, the new Amazon series starring and executive produced by Riz Ahmed, a comedy feels like a simplification, if not an outright misreading. Yes, there are genuinely funny moments, many of which are rooted in sharp situational humor, and the show operates within the framework of satire. But Bait is far more serious, more devastating, and more grounded than that label suggests. What begins as something playful quickly reveals itself to be cutting, uncomfortable, and deeply human.

The season unfolds in tight, half-hour installments over the course of four days in the life of Shah Latif (Ahmed). It’s a compressed timeline that works to the show’s advantage, amplifying both the tension and the emotional claustrophobia of Latif’s situation. The premise is deceptively uncomplicated, as well as extremely relevant: who will be the next James Bond? In Bait, Shah Latif wants the answer to be him.

After fumbling his audition, he makes a split-second decision that changes everything; Ignoring instructions to avoid paparazzi, he exits through the front door instead. “The press gets a pic of anyone who auditioned and the whole Bond rumor mill goes crazy,” a PA warns him — and that’s exactly what happens. Latif trends, headlines follow, and for a brief moment, the gamble pays off. But the spiral comes quickly. And once it begins, it doesn’t stop.

Not so cool and collected.

Photo Credit: Amazon MGM Studios

The first half of the season handles its descent with an intensity that may surprise viewers expecting a broader comedy. By the final three episodes, Bait leans more heavily into absurdist and surreal territory. At times, it feels like the show risks losing its grip on its own intention, but in the end, it regains its footing and lands somewhere deliberately disorienting rather than unfocused. That tonal shift may not work for everyone, but it reinforces the chaos consuming Latif from the inside out.

That chaos is where Bait finds its true purpose. Beneath the satire is something far sharper. There is a layered commentary on racism in both Hollywood and the U.K., on the burden of representation, and on the impossible task of trying to please everyone while staying true to yourself. The series interrogates what it means for non-white actors to step into historically “white” roles, while also grappling with colonial legacies, industry expectations, and the quiet, relentless pressure to succeed not just for yourself, but for an entire community.

What makes Bait particularly powerful is its refusal to offer easy answers. It doesn’t soften those uneasy edges or resolve the tensions with neat conclusions. Instead, it sits in the discomfort, forcing both Latif and the audience to confront the messiness of identity, ambition, and public perception. It’s also a rare and thoughtful portrayal of South Asian and Muslim identity on screen, something Ahmed brings an authenticity to. These elements are central to the story, shaping how Latif moves through the world and how the world responds to him. 

The supporting cast further brings life to the series, including Guz Khan (Four Weddings and a Funeral, Turn Up Charlie), Aasiya Shah (Raised by Wolves, Bloods), Sheeba Chaddha (Badhaai Ho, Badhaai So), Sajid Hasan (A Mighty Heart, Jalaibee), Ritu Arya (Red Notice, The Umbrella Academy), and Himesh Patel (Yesterday, Don’t Look Up, Tenet), Even Sir Patrick Stewart shows up for a delightfully strange turn as Sir Pigtrick Stewart (you’ll understand when you watch).

The bottom line.

If you’re looking for a short series with a lasting impact, Bait is absolutely worth your time. In just three hours, you’ll learn a lot and perhaps watch movies and shows in the future with a new perspective. As the real-life search for the next Bond continues, Bait leaves you with a lingering question: not just whether someone like Shah Latif could be considered, but why he so often isn’t.

All episodes of Bait are now streaming on Amazon Prime Video. Watch the trailer here.

Images courtesy of Amazon MGM Studios. Read more articles by Kirsten Saylor here.

Kirsten Saylor

Writer, educator, and unapologetic vampire enthusiast with a BA in Education, a BA in English Literature and Writing (plus a minor in film and history), and an MA in progress in English with a focus on storytelling across multiple mediums, she explores the dark and delicious corners of fiction — especially anything that bites. Find her on X: @kirstenlsaylor; Instagram: @kirstensaylor