A fishing lure assembly utilizing a shaft less electric generator which does not require exterior moving components such as a propeller, shaft and bearing to activate the generator, The lure assembly is made up of two segments with a receiver for a weight, a chromed paper insert and a shaft less generator within the nose segment, and a reservoir for holding scent material in the tail segment. These segments are arranged along a longitudinal axis, with rotation being imparted to the assembly by angled fins on the nose segment; and of which rotating motion activates said generator to release electrical current which powers light emitting diodes, which in turn illuminates the fishing lure through a translucent body; along with a tail portion having a reservoir for inserting scented fish attractant, along with holes to allow water to flow into and exit out of the reservoir, which disperses scented fish attractant into the water slowly as the lure is trolled through the water, along with sound attractant caused by said generators magnet when said generator is rotating.