Abstract: A fishing lure comprises a rotor having vanes causing relative rotation thereof about a hollow shaft. The rotor is retained on the shaft between a forward cylindrical head and a trailing conical member stationarily fixed to opposite ends of the shaft. The lure head is flat and contains bores trapping air when the lure breaks the water surface. The entrapped air gradually releases when the lure submerges and travels along the sides of the lure. The vanes project outward into the path of the air to produce a stream of bubbles that attracts fish. Notches are formed in the head to establish a rotative force in the lure that resists the tendency of the head, tail and shaft assembly to rotate with the rotor. The fishing line extending through the hollow shaft is thus prevented from twisting.