The Bond Buzz: Why Riz Ahmed’s New Series ‘Bait’ is More Than Just a Spy Thriller
The question of who will don the tuxedo and wield the Walther PPK next has become something of a national obsession in Britain, yet the identity of the next James Bond remains frustratingly elusive. Earlier this year, whispers suggested Callum Turner was in line for the coveted role, but these claims were quickly met with a healthy dose of scepticism, especially given previous reports that Aaron Taylor-Johnson was a done deal. The clamour for Jacob Elordi to take on the mantle has been significant, while more recently, Barry Keoghan himself ruled out any possibility of him being involved. Even Saturday Night Live UK got in on the act with a promo featuring host Jamie Dornan and cast member Al Nash playfully discussing their Bond prospects. Adding to the chorus, Gugu Mbatha-Raw told The Independent that it’s high time for a female 007. It wouldn’t be surprising if soon, census workers were tasked with knocking on every young person’s door across the country, demanding an audition.
Thankfully, not everyone is content to wait in the wings. Riz Ahmed, the acclaimed 43-year-old star of Four Lions, has taken matters into his own hands, crafting a project that possesses more ingenious twists and turns than a fully kitted-out Aston Martin DB5.
In the new Prime Video series Bait, which Ahmed not only stars in but also wrote, he portrays Shah Latif, a struggling British Asian actor whose life is thrown into delightful disarray. The catalyst? He intentionally allows a paparazzo to snap a photo of him leaving an audition for the role of Britain’s most iconic, and least secretive, spy. Initially, Bait leans more towards the charm of a screwball comedy than a high-octane spy thriller. The news of his potential casting baffles everyone, including Latif’s own family. His father, in a particularly brilliant moment, can only muster the bewildered question: “Did Craig Daniel die?”
As Bait unfolds, it becomes evident that the allure of Bond, as the title cleverly suggests, is merely the hook. In reality, Ahmed has woven a rich, multi-layered, and deeply personal narrative exploring themes of multiculturalism, machismo, and the often-burdensome weight of family expectations.
In his own life, Ahmed is far from a struggling actor. He made history in 2021 by becoming the first Muslim and the first British Pakistani actor to be nominated for an Oscar for Best Actor, for his powerful performance in Sound of Metal. The following year, he clinched an Oscar for his short film The Long Goodbye.
Despite his considerable success, Ahmed and his character, Shah Latif, share a surprising amount in common. Both have roots in outspoken, activist rap music, and both have navigated the complexities of reconciling their public personas with their private lives. Ahmed recently revealed that Bait was partly inspired by his own experiences, including starring in the big-budget Spider-Man spin-off Venom and, not long after, being suspected of shoplifting at his local Tesco.
This anecdote, and the underlying racism it highlights, is amplified within Bait. When the notion of Latif portraying Bond becomes national news, the online reaction is predictably toxic. The situation takes an even darker, more menacing turn when his family’s home is targeted with a severed pig’s head thrown through their front window.
The series delves into the subtle, yet significant, challenges faced by individuals who are perceived as representatives of a broader culture. In a pivotal scene, Latif suspects that MI5 might be subtly pushing him towards the Bond role, intending to use him as a mouthpiece to connect with his own community. “I thought I’d be representing us to them,” he frets. “Not them to us.”
Amidst these profound explorations, Ahmed masterfully injects humour through the stark contrast between Latif’s apparent success and his disintegrating personal life. He’s expertly supported by Guz Khan, the star of Man Like Mobeen, who delivers a scene-stealing performance as Latif’s cousin, Zulfi. Having been raised together, their banter perfectly captures the affectionate yet often ambivalent nature of sibling relationships. “Cuz, look at me, I’m proud of you…” Zulfi exclaims upon hearing the Bond rumour, only to immediately follow up with, “Do they know about your height? Are they going to give you special shoes? James Bond’s big, innit?”
Further bolstering the cast is the inspired casting of Patrick Stewart, lending his voice to a delightfully surreal supporting role, and a cameo from Yesterday star Himesh Patel, playing Latif’s more successful rival, Raj Thakkar.
Even though Bait ultimately proves to be about far more than just the James Bond franchise, it’s heartening to see that Amazon permitted the show to directly reference the iconic character and the real-world hoopla surrounding his casting. This approach is far more impactful than if Ahmed had been compelled to create a derivative spy character lacking the same cultural resonance.
The Bond role, with its immense weight of expectation, is undeniably unique. Even Daniel Craig, who went on to star in five films over a 15-year tenure, was initially met with considerable doubt. When he was cast in 2005, he was still primarily known for his role as Geordie in Our Friends in the North, and the tabloids swiftly labelled him “too rugged, too moody and too blonde to be Bond.” The Daily Mirror infamously ran the front-page headline: “The Name’s Bland – James Bland.”
Craig has dedicated himself to building a career beyond the franchise, successfully creating a distinct hero in Benoit Blanc in the Knives Out mysteries. After filming Spectre in 2015, he famously declared he’d “rather slash my wrists” than make another Bond film, though he later recanted this statement before returning for 2021’s No Time To Die. For young actors aspiring to embody Britain’s quintessential hero, there must also be a significant wariness about taking on a character for whom audiences feel such an intense sense of ownership.
Considerable speculation has swirled around Amazon’s future plans for the Bond franchise, particularly after their acquisition of the creative rights for $20 million last year, following the tech giant’s earlier $8.5 billion purchase of MGM. Bait, for its part, certainly offers more substance than the widely panned reality game show 007: Road to a Million, which was released in 2023.
Five years on from Craig’s final appearance in No Time To Die, the next Bond film is slated to be directed by Denis Villeneuve (Dune) with Steven Knight (Peaky Blinders) reportedly working on the script. Yet, the identity of the next 007 remains as much a mystery as ever.
With Bait, Riz Ahmed powerfully demonstrates that securing the role of Bond shouldn’t necessarily be the ultimate ambition for an actor. There are countless other compelling and significant stories waiting to be told.
‘Bait’ is currently streaming on Prime Video.
