Prime Video has officially lifted the curtain on Bait, a six-part comedy series created by and starring Academy Award nominee Riz Ahmed. The streaming platform dropped a set of first-look images along with an exclusive clip, giving audiences a taste of the show’s sharp, self-aware humor rooted in the world of James Bond.
Bait follows Shah, played by Ahmed, a struggling actor who unexpectedly lands the opportunity to audition for a career-defining role. As Shah wrestles with an existential crisis, his journey unfolds in a whirlwind of family drama, industry satire, and biting commentary on cultural representation. Joining Ahmed in the cast are Guz Khan, Aasiya Shah, Sheeba Chaddha, and Sajid Hasan.
The newly released clip offers a hilarious snapshot of the show’s tone. In the scene, Shah is at home with his family when social media erupts with a rumor that he’s in the running to become the next James Bond. Chaos ensues as relatives debate which news sources are credible, speculate on Daniel Craig’s paycheck for his final Bond film, and discuss the franchise’s history of casting only white actors in the iconic role. Shah quickly clarifies that it’s merely an audition, but the frenzy of opinions perfectly captures the meta sensibilities of the series.
Ahmed’s career trajectory has been nothing short of remarkable. He first captured attention in Dan Gilroy’s 2014 thriller Nightcrawler opposite Jake Gyllenhaal, before cementing his status as a rising star with Rogue One: A Star Wars Story. His critically acclaimed performance in Sound of Metal earned him an Oscar nomination in 2020, and his portfolio includes titles such as Relay, Hamlet, The Phoenician Scheme, Nimona, and Weathering With You.
Beyond acting, Ahmed has proven himself a creative force behind the camera. He co-wrote and starred in Mogul Mowgli, and his short film The Long Goodbye won the Academy Award for Best Live Action Short in 2023. With Bait, Ahmed steps into new territory, marking his first time creating a television series — a milestone that blends his sharp wit with his commitment to telling culturally resonant stories.
Interestingly, Bait arrives at a time when Amazon, which holds the rights to the James Bond franchise, is actively seeking the next actor to carry the mantle in the upcoming Bond 26. Directed by Denis Villeneuve (Dune) and penned by Steven Knight (Peaky Blinders), the film remains under wraps, adding extra intrigue to the meta backdrop of Ahmed’s comedy.
Whether you’re a Bond aficionado or simply appreciate clever, character-driven humor, Bait promises to deliver both laughs and thoughtful commentary on the mystique surrounding one of cinema’s most enduring icons. The series premieres exclusively on Prime Video on March 25.
