The man was fishing with friends on a beach in Icapui, in Brazil's north eastern state of Ceara, when he reeled in a small sole fish, according to police.
The fishermen then reportedly made a bizarre bet with his friends that he would be able to hold the slippery fish between his teeth for a minute to take the hook off.
But no sooner had he put the fish into his mouth that it escaped and swam down his throat, getting lodged in the man's windpipe.
Despite suffocating, the angler managed to get to his car and drive to a hospital two miles away.
But when he arrived there at 11am on Sunday he collapsed and died before doctors could save him.
Leave the hook in!!