Wow. That puppy has got some battle scars!
I used to have a "lucky" bass plug like that...called a Lucky 13. The new fangled plastic versions don't work worth a hoot. But, if you can find an original one made from wood--buy it!
BTW, I like how that thing still works; even after it's all beat up. It's probably more due to the action of the plug, and the silver flash, than the other paint on it.
Here is what the Heddon Lucky 13's looked like. The "red head" and "baby bass" are my favorites.
http://www.lurenet.com/brands/heddon-lures/heddon-lucky-13