The brand new six-part drama kicks off at 9pm tonight and centres on the disappearance of 15-year-old twins Holly and Dylan, the subsequent investigation and the reaction from the local community.
Despite the fact it's not even hit our screens yet, viewers are already excited after catching the trailer, which does look pretty good, to be fair.
Morven Christie, who has previously starred in BBC thriller The Replacement, plays DS Lisa Armstrong, who works as a family liaison officer assigned to the missing persons case. However, she's soon made aware of a personal connection the family, which could come at a cost.
Speaking about the role, Christie said: "Lisa is such a refreshingly real character - brilliant and flawed, trying to make everything work, and often failing. I adore her.
"And I loved the scripts, rooted in the families and community of this distinctive town."
Sean Meredith, who had the lead role in BBC's Robin Hood, stars as Jonas Armstrong, the dad of the missing twins and is initially arrested as a suspect into the disappearance.
Talking about his role, he revealed: "He has a reputation, which we come to learn about and is known around Morecambe for the type of guy that he is."
The Bay centres on the disappearance of teens Holly and Dylan. Credit: ITV
Due to its storyline - centrering on missing teens - the show has already drawn comparisons with Broadchurch.
Taheen Modak, who stars in The Bay as DC Kharim, said: "We take a look at a crime from a different angle, not just looking at detective work but actually working with the families and making it more of a personal story."
While Chanel Cresswell, who plays the twins' mum Jess, added: "Jess' relationship with Lisa is paramount to the success of the investigation and she has to trust the FLO. She needs Lisa to stay connected to her children so it's a very interesting dynamic and not one that we've [seen] in a television drama this closely before."
The Bay will air every Wednesday for six weeks, starting tonight at 9, and will be available to watch on the ITV Hub shortly after.
Featured Image Credit: ITV