Abstract: An artificial fishing lure such as a surface plug of streamline form has a lure body with a front and rear end and mounts at least one hook for movement longitudinally by its shank in an elongated slot between a forward position relative to the front of the body and a rearward position thereof. A fishing line is attached directly to the at least one hook and a coil spring or rubber band biases the hook in the retracted position. When the fish strikes the lure body, the hook automatically moves forwardly against the biasing means to hook the fish while the fish has the lure body grasped in its mouth. A wire support member mounted within the slot and fixed to the body slidably supports a wire hook carrier for movement longitudinally parallel to the wire support member. The wire support member may comprise a cylinder in line with the longitudinal axis of the lure body with a compression coil spring carried within the cylinder.