An apparatus for holding and viewing a fishing lure is provided. The apparatus includes a flexible, elongated rod having a first end and a second end. A light assembly is attached to the first end of the elongated rod. The light assembly includes a light source, a battery, and a switch, wherein the light source is electrically coupled to the battery through the switch. A fastener is attached to the second end of the elongated rod and is adapted to hold a fishing lure or bait. Alternatively, a magnet may be attached to the second end of the elongated rod. The elongated rod is a flexible wire adapted to wrap around a fishing rod, thereby providing visibility during low light and night time conditions.