A soft plastic articulating fishing lure includes a head and a plurality of body sections integrally molded with hinge sections. The hinge sections are preferably smaller in height than the respective body sections they join to promote increased swimming action at lower pull speed. Central body sections are preferably molded with relatively rounded back and relatively flatter front to promote water flow to effect swim-like movement of the lure. When fished, the lure articulates at the hinge joints only. In one embodiment, the head portion includes a molded slot, and a weighted insert is provided therein defining eyes for fishing line and hook, and a weights for lure control. In another embodiment, an insert with hook is provided within a slot in the head of the head and the hook is caused to rotate upwards out of the recess and into the mouth of the fish to hook the fish.