Bait Review: Riz Ahmed's Narcissistic Comedy is a Dazzling Industry Satire
If I were Riz Ahmed, I would be very up myself too. Over the past two decades, the acclaimed actor has secured Oscars and Baftas, featured in a Star Wars film and a Charli XCX video, inspired the Riz Test for Muslim on-screen representation, and crafted a body of work that is both individually excellent and collectively meaningful.
His success stems from a rare combination of raw talent and a willingness to engage with the broader context of being a brown British individual in the 21st century. A certain degree of ego undoubtedly fuels this ambitious enterprise, and that very self-awareness forms the core of his latest project.
A Semi-Autobiographical Sitcom with Surreal Twists
Bait, the new six-episode series created and co-written by Ahmed, who also stars, delves into this theme. He portrays Shah Latif, a rapper turned actor from a vibrant west London Pakistani Muslim family, who finds himself in contention to replace Daniel Craig as the new James Bond. This career stage mirrors Ahmed's own position around 2016, adding a layer of autobiographical intrigue.
The pressures of potential superstardom trigger a crisis for Shah, who fears becoming "bait"—both in London slang as a "sell-out" and in the traditional sense as a lure used by the British state to co-opt legitimate dissent. Thus, the show operates as part semi-autobiographical sitcom, reminiscent of Curb Your Enthusiasm or Ramy, and part surrealist industry satire.
Emotional Depth and Stellar Performances
This doubly self-referential approach could have grown tiresome, but Bait skillfully balances its absurd set-pieces, like a Bond fight parody, with emotionally authentic family drama. Sheeba Chaddha delivers a standout performance as Shah's mother, Tahira, bringing palpable quality to every scene and enriching the nuanced mother-son dynamic that could easily sustain additional episodes.
The series is frequently hilarious, largely due to its dazzling dialogue. It showcases second-generation immigrant linguistic dexterity, fluidly shifting between Urdu, Arabic, Multicultural London English, and Received Pronunciation, all while delivering a stream of merciless insults—mostly from cousin Zulfi, played by Guz Khan, and directed at Shah.
Community Strength and Cultural Commentary
Bait also highlights the strength of the British south Asian actor community, where Ahmed is a revered figure. The series features excellent cameos and roles for talents like Himesh Patel, Nabhaan Rizwan, and Sagar Radia, with multiple nods to Oscar-nominated Dev Patel. This ensemble acknowledges and transcends the professional rivalries that persist in an industry still perceived as operating a one-in-one-out policy.
Ritu Arya, known for Polite Society, is brilliantly cast as love interest Yasmin, joining Shah for a memorable Brick Lane rickshaw chase scene set to the UK garage anthem "Flowers." The show also offers a smart subversion of the classic romcom airport dash, blending cultural layers with sharp wit.
Petty Narcissism and Self-Reflection
Generally, Bait excels when Ahmed-the-performer interacts with the stellar cast and when Ahmed-the-writer exposes his most petty, narcissistic instincts. However, moments like a soliloquy with a pig's head—a twist on Hamlet's skull—can test viewer patience, feeling unnecessarily self-indulgent.
No one needs reminding that Ahmed is a formidable actor capable of playing Bond with ease. The central question is whether he has better pursuits. Following courageous, self-lacerating writing with a scene where Shah wows a director feels pointlessly self-congratulatory and, ironically, a bit like bait itself.
Setting the Stage for Future Series
Yet, if Bait is the story of an Ahmed-like actor overcoming his ego—while Riz Ahmed conspicuously fails to do so—that narrative makes perfect sense. It cleverly sets the stage for a potential second series, ideally featuring 20% more of Guz Khan's comedic brilliance. Bait is currently available for streaming on Prime Video, offering a unique blend of humour, heart, and industry insight.
