Riz Ahmed’s latest venture, the six-part experimental comedy Bait, is garnering significant acclaim, with critics hailing it as one of the most “electrifying” and “genius” shows of the year. The series stars Ahmed as Shah Latif, a British actor thrust into a media frenzy and public debate when he emerges as the frontrunner to play the iconic James Bond.
As the narrative unfolds, Shah’s reality becomes increasingly surreal. He finds himself grappling with profound questions about fame, familial bonds, national identity, and the pervasive issue of racism. Since its debut on Amazon Prime Video, Bait has been met with near-universal praise. It initially premiered on Rotten Tomatoes with a perfect 100% critical score, which, at the time of writing, has settled at an impressive 94%.
The critical reception highlights the show’s unique blend of humour, satire, and poignant social commentary. Here’s a closer look at what reviewers are saying:
Critical Acclaim for Bait
Los Angeles Times: The publication described the series as both “satirical and celebratory.” They noted that Bait feels “abundant,” not only in its authentic portrayal of a culture that rings true to life but also as a “beautifully realised work of art.”
The Guardian (4/5): This review pointed out that the show shines when Ahmed, both as a performer and a writer, is at his best. It commended his ability to expose the “most petty, narcissistic and self-absorbed instincts” of his character. The synergy between Ahmed and the “excellent cast” was particularly highlighted as a strong point.
Metro (4/5): Praised as “near-perfect,” the review suggested that the show’s unpredictability, despite a “handful of hurdles,” enhanced the viewing experience, making it a must-see to be truly appreciated.
The Hollywood Reporter: The outlet positioned Bait as a satire of the entertainment industry, drawing parallels to shows like Wonder Man and Baby Reindeer. They observed that Shah’s aspiration to land a leading role in a blockbuster serves as a metaphor for “unresolved trauma” and a “desperate need to find a place in a world that has tried to exclude him.” The report concluded that while the series might not be outright “great,” it is “more interesting and worthy of admiration,” with flashes of potential greatness visible.
RogerEbert.com: With its concise six 30-minute episodes, the series is commended for not overstaying its welcome. Critics appreciated the “unexpectedly poignant journey” Shah undertakes to find himself within an industry and country that often marginalises individuals like him. The review lauded Bait as a “fascinating look at the psychological cost of performing, both on- and off-camera,” calling it “undeniably one of the funniest and most electrifying shows of the year.”
Radio Times (5/5): This review celebrated Bait as a “stroke of hilarious, introspective genius.” It noted that while many contemporary comedies lean towards drama, Bait successfully delivers the “quick wit and quibbles of any great sitcom.”
The Times: The review highlighted the “very fine” line between fiction and reality in Riz Ahmed’s “undefinable new series.” While acknowledging that the blend of comedy, satire, and espionage thriller might seem like too many ideas, the “thrilling pace” of the half-hour episodes ensures the audience remains captivated.
The Telegraph (5/5): As Shah’s life and sanity begin to unravel, Bait transforms into an “unnerving and haunting pastiche of a paranoid spy thriller.” The review emphasised Ahmed’s versatility, noting his ability to portray “bruised and soulful” characters and even a convincing James Bond. It also reminded audiences of his comedic talent, evident since Four Lions, stating the show offers “more laugh-out-loud moments than your average out-and-out sitcom.”
Variety: The publication identified a tension within the series, where two “contradictory concepts uncomfortably co-exist.” On one hand, it’s a “deeply personal story” from Ahmed, sharing the biography of his protagonist, Shah Latif – a South Asian, British, and Muslim actor with London roots. On the other, it’s seen as a “canny act of IP exploitation,” with the clash between corporate interests and individual aspirations creating a “discordant set of priorities.”
Vulture: This review described Bait as both an “exercise in self-analysis and an interrogation of it.” It’s characterized as a “breakneck romp” that shifts through farce, satire, thriller, family drama, and romantic comedy, transforming itself in each episode. Despite any “flaws, deviations, and all,” the series is seen as a “singular, boldly conceived experiment.”
Bait is currently available for streaming on Amazon Prime Video.
The buzz around Bait follows widespread speculation about who will be the next actor to don the iconic tuxedo of James Bond, with names like Jacob Elordi and Callum Turner previously rumoured for the role. Ahmed himself has previously put forward his case for consideration as the next 007, adding another layer of meta-commentary to his current project.
