Blurry, but I think it’s a leatherjacket which is the larvae of the crane fly. Look it up to verify.

If it is, you need to kill them.

put out some Imidacloprid and some Bifenthrin. READ THE LABELS.

I think IMID 21% requires 0.6 fl oz per 1000 applied with 2G of water per 1000. BIFEN 8% require 1 fl oz per 1000. Just apply the 2 at the same time. Lightly water in soon after application to get the chemicals to the soil area.

The IMID will be taken up by the grass and kill them when they feed on the roots. It takes a couple of weeks to get the job done. The BIFEN is a contact poison and will kill those that encounter it within 15 minutes.

 

Looks similar to the larvae of a click beetle that I occasionally find here:

These have three pairs of legs at the front and are called wireworms.

Wireworms are said to be problematic for potatoes, but rarely cause damage in lawns. However, this certainly depends on the pest density.

 

Wireworms! I think you've got it with that one. What I found was a bit darker than the photo you gave, particularly at each end but the UConn extension office had this photo from Maine which looks like a match.

Like you said it seems the initial search is more of them causing problems with crops and not lawns.