I have a lot of old lures from my grandpa and father.  I display many and enjoy just looking at them.   I'd overlooked this one and came across it today.   Apparently it was pretty common, but I don't remember them.  Vivif soft swimbait.   Weighted,  double hook and a paddle tail.  Pretty cool.

Made out of leather?

It's a rubber, not soft plastic, lure that was popular prior to the term Swimbait being used to discribe soft plastic swimmers. 

Tom

LOL! Brings back memories! That bait was offered by Herter's Inc.. They certainly didn't mind breaking the mold on many advanced products and techniques. As a boy, I use to spend hours with their catalog. Sorry they folded.

Its a French made Vivif . They use to sell them in the back of magazines . i bought two when I was  a teenager and never caught a fish on one .