‘Bait’: Riz Ahmed Spoofs James Bond and Culture Clashes in Dynamically Witty Comedy Series

Alci Rengifo

Pop culture icons can come to define much more than their initial premise. Captain America and Superman may be universally known and loved, yet they clearly embody an idea about the United States. It may sound silly, because it is, but in the current climate whoever becomes the next James Bond will certainly inspire quite a bit of cultural chatter in the United Kingdom. “Bait” imagines an actor like Riz Ahmed getting the highly-coveted role, which is wholly believable. But how would it affect both the national discourse and the actor’s life? The series has wicked fun imagining both, never holding back on getting truly edgy in its commentary.

When we first meet Shah Latif (Ahmed), he is auditioning for the role of Bond in an impressive London set. He fumbles the moment and leaves in frustration, convinced he might have just thrown away the biggest shot of his already shaky career. At home Shah’s world is a lively testament to Pakistani-British life that gets turned upside down when spy shots of his audition go viral, prompting the studio to call him back for another chance. His parents, Tahira (Sheeba Chaddha) and Parvez (Sajid Hasan), are supportive despite having understandable doubts. Shah’s cousin Zulfi (Guz Khan) is more gung-ho and hopes his ride app for Muslims business can take off thanks to Shah’s fame. Only Q (Aasiya Shah), Shah’s other cousin, seems genuinely excited without other motives. Felicia (Weruche Opia), Shah’s agent, is also quite enthusiastic since this may be the one big door that won’t close for her client. Then, the internet storm begins with debates verging on racist assaults over the casting of Shah. It gets seriously threatening when a bloodied pig’s head is left at his door with a vulgar message.

Having acquired MGM, Amazon is, of course, now the owner of the 007 franchise. “Bait” is a rather brilliant stroke in comedic timing, dropping as everyone is wondering who indeed will replace Daniel Craig, whose Bond was virtually killed off in “No Time to Die.” Even before the recent controversies over the suggestion Bond could be played by a woman next or, gasp, an American, there were subtle racial debates years ago when Idris Elba was a top contender for the role. Ahmed is also the creator of “Bait,” and his writing is keen in observing that even a fictional character like Bond will take on greater resonance at a time when the far right is on the rise and Europe, like the U.S., is awash in anti-immigrant rhetoric. Shah should be excited for the chance to play an iconic character, but self-doubts crash when he sees the stream of internet chatter using terms like “Jihadi” and other slurs. From the other side of the political spectrum, his own ex-girlfriend pens an op-ed wondering why a Pakistani-British actor should play a persona that can be seen to represent British colonialism. 

Technically this is a backstage series, though it doesn’t take on the full industry insider spirit of something like “The Studio.” Shah’s experiences connect more directly to his identity and the social context of Ahmed’s approach with co-showrunner Ben Karlin. So much of the material has a unique empathy and we don’t get in shows. Shah attends a gala where the “restored” head of one of the ancient Buddah statues notoriously blown up by the Taliban in Afghanistan is unveiled, looking more like rocks glued together by a kindergartener. The moment also speaks to how in the West, we tend to only discuss the crimes of other societies. When feeling impostor syndrome, Shah rages at himself as a “dumb Paki.” His confidence is also shaken by two other actors played by Himesh Patel and Nabhaan Rizwan, who both look so suave and domineering. One of them even shamelessly steals a personal story Shah shares at the gala to incorporate into their speech onstage. Amid all the cultural debates, Shah must still remember entertainment is a brutally competitive world.

So essential in these times is the way “Bait” celebrates Muslim culture with plenty of self-humor. Like Hulu’s “Ramy,” there is the refreshing, human touch to the satire that challenges anyone who thinks countries or cultures are somehow one stale mold. Shah’s odyssey begins during Eid al-Fitr, the final part of Ramadan, so he’s facing multiple hurdles during the day while fasting. Zulfi wonders aloud why he gets so much flak for his behavior when Shah might play a secret agent who sleeps with lots of women. Parvez hilariously offers to be Shah’s body double for sex scenes. Rafe Spall is great as a security expert who can’t wait to protect the potential next James Bond. It all speaks to how pop culture figures reach across surface details. A Pakistani-British man is indeed British, so what’s the problem with having a brown 007? It’s the same with how we now have a Black American Spider-Man and Captain America. You don’t have to be from a specific background to like Batman. Visually Ahmed looks great in the role, anyway, sporting the tuxedo and capable of giving the character some fresh edge. Like so many other groups, Shah also gets lumped together with other famous faces. A running joke is that people on the street keep confusing him with Dev Patel.

Wouldn’t it be great if Amazon does break the mold and introduce someone like Shah to be the next James Bond? The chances are quite slim, of course. “Bait” is a fun imagining of what could be, while challenging us to face our own current cultural predicament. Sadly, a brown Bond would no doubt elicit precisely the kind of reactions Shah faces. It’s not a raging, bitter show, but a wise one that is also deliriously funny. Ahmed has stood out in some excellent films, yet here delivers some of his best work. He is celebrating roots and what being part of a society truly means, while also celebrating how special our fictional heroes can be to us and so should be accessible to everyone. 

“Bait” begins streaming March 25 on Prime Video.