Abstract: A buzzbait has an underlying free arm wire which is formed with a leading, line-pulled central portion flanked by first and second trailing arms. The first arm rotatably carries a reaction impeller. The second arm carries a slug in a leading position ahead of a trailing hook. The reaction impeller is produced with multiple arms to facilitate slow retrieves in which the buzzbait nevertheless rides on the surface rather than sink. The blade tips of the reaction impeller, in combination with the arrangement of the arms and location of the slug, are positioned to strike the slug with each pass. This produces a fish-attracting effect, namely a sound something like a “cow bell.” The slow retrieves facilitate low-repetition rates with the “cow bell” sound.