Abstract: A fishing lure for allowing selective deployment of a fish hook. The fish hook is pivotally mounted to the body of the lure. The hook is allowed to pivot between a retracted configuration wherein it is substantially housed within a hook recess formed in the body and an extended configuration wherein the hook bight end extends out of the body. An actuating mechanism located within the body allows the hook to be deployed upon tension being applied to the fishing line. A biasing mechanism also located within the lure body biases the hook towards its retracted configuration. An adjustment mechanism allows for adjustment of the strength of the biasing force. The adjustment mechanism thus allows the biasing force to be customized depending on fishing parameters.