The trailer for Bait has finally landed, and for people who have grown up in a South Asian household, where every career decision is treated like a family referendum, this one already feels painfully familiar. Only this time, it is wrapped in a slick British comedy about a man chasing the most British role imaginable: James Bond. 

Riz Ahmed’s latest project looks like a chaotic blend of audition anxiety, family drama, and cultural comedy. Before the show arrives, it is worth diving into what Bait actually is.

All six episodes of Bait will premiere on Prime Video on March 25, launching simultaneously in more than 240 countries and territories worldwide. The streaming platform comes bundled with an Amazon Prime membership, which costs $14.99 per month or $139 annually in the United States. Amazon also offers discounted memberships, about 50% off for young adults and qualifying recipients of government assistance. 

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Before we get too far into Shah Latif’s spiral, though, here are the people making his life infinitely more complicated.

The series features a stacked ensemble led by creator and star Riz Ahmed.

Ahmed is not just starring in the series he also created and wrote it. Executive producers include Allie Moore, and Jake Fuller, while Ben Karlin serves as executive producer and co-showrunner alongside Ahmed. The show is produced by Jax Media and Amazon MGM Studios. And now for the real chaos: the story itself.

The series, Bait, follows Shah Latif, a struggling actor whose career has reached that terrifying crossroads every creative person knows too well: one last shot. According to the official Prime Video synopsis, Shah’s final opportunity arrives in the form of an audition of a lifetime, the chance to play James Bond. Over the course of four chaotic days, his life begins to unravel as family, friends, and the entire internet weigh in on whether he is the right man to become 007.

The trailer leans fully into the absurdity. Shah insists it is only an audition, but suddenly everyone is treating it like a national referendum. If the series delivers on what the trailer promises, sharp comedy, chaotic family dynamics, and a hero who is equal parts hopeful and overwhelmed, Bait might become one of the funniest cultural stories on streaming this year.

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Share your thoughts on the Bait trailer and whether Shah Latif could really be the next 007 in the comments.