Abstract: An elongated fishing lure formed, in the preferred embodiment, entirely of a soft, elastic, flexible and resilient plastic material which results in a lure freely deformable or manipulable under external forces. The lure includes an elongated body, a head at one end and a tail at the second end, with a series of integral outwardly projecting ribs at closely spaced points along the body, which ribs perform multiple significant functions including the selective trapping and release of air, the generation of clear acoustical signals, the increase in the visual bulk of the lure without affecting the flexibility thereof, the provision of means for facilitating movement of the lure over obstacles, etc.