Method and apparatus for a hard body fishing lure having a cavity disposed therein which conceals a fish hook held internal the body by a magnet. An axle is provided near the front of the lure about which the hook rotates from the internal position to an external position when the lure is struck by a fish and back pressure is placed on the fishing line so that the hook is deployed from internal the body to external the body so as to hook a fish in the mouth. A tube for receiving the line is placed between two halves of the lure wherein weights are placed near the bottom edges of the halves in order to properly weight the lure body. An additional embodiment is shown wherein a bill or lip is placed on the front of the halves of the lure body in order to make the lure dive deeper into the water column.