A fishing lure (10) has an elongated body (12) to be pulled through the water that carries an LED (32) or other electrically energized light source. Within the body is a chamber (50) in which a contact (54), preferably a metal ball (54) or mercury drop, is freely movable in all directions. Upon simultaneously engaging two stationary contacts (46) in the chamber (50), the movable contact (54) completes a circuit to cause the LED to be energized by a battery (34).
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