A deep sea fishing lure including a lure body, a plurality of lights, a power source and a controller. The lure body has a housing with sidewalls made of a generally light-transmissive material. The plurality of lights is mounted in the housing. Each light in the plurality of lights is capable of emitting at least two colors. The power source is mounted with respect to the housing. The controller operably connects the power source to the plurality of lights for controlling which of the at least two colors are emitted by the plurality of lights.
