Abstract: In a first embodiment of the invention, an intra-fishing lure animator, comprising: a vibrator; an electrical power source electrically connected to the vibrator for providing electric power to the vibrator; and a programmable controller electrically connected between the vibrator and the electrical power source to animate the fishing lure by actuating the vibrator. In a second embodiment of the invention, a fishing lure, comprising: a lure body having a cavity defined therein; a fishing hook attached to the lure body; an eyelet attached to the lure body for connecting the lure body to a fishing line; a first microcontroller housed in the cavity, the first microcontroller operative to electronically animate the lure body from side to side in the water; an energy source electrically connected to the first microcontroller to operate the first microcontroller; and a switch connected between the energy source and the first microcontroller. Further embodiments are also disclosed.