Abstract: A fish lure that presents a life-like appearance comprising a head, tail, flexible core connecting the head and the tail, rib members extending radially from the core, concentric therewith, and spaced from each other along the length of the core, and a plurality of shell members extending between adjacent rib members to form air pockets. When the lure is used with a sinker, as the lure descends in the water, air is trapped by the pockets -- slowing the descent -- and when it is released it creates bubbles which emit sound, and changes the rate of descent of the lure, thereby giving it a life-like appearance. When pulled along the water's surface, the lure generates air bubbles again emitting a sound, and providing a life-like appearance to the lure.