A concealed hook fish lure is disclosed. In one embodiment, a lure body contains an interior body cavity wherein is placed a hook that is pivotally mounted on a bar with a spring biased to rotate the hook. In the non-deployed position, the hook is concealed and retracted within the lure up to the moment of the strike. At the moment of the strike, the fish compresses a hook trigger clip which releases the hook, which is then pivoted upwardly into the mouth of the fish, thereby facilitating the setting of the hook in the fishs mouth. The lure is useful in waters containing weeds and other debris, and provides improvements with respect to a simple mechanism for deploying the hook, and the ability to deploy hooks in multiple directions relative to the lure body. The hook may also be readily retracted to and cocked in its concealed position following a strike.
