A new lure is rising from the shadows, Rapala says.

The rise is much of what the lure's about.

The company's Shadow Rap Shad erupts into side-to-side, erratic action on jerks of the rod.

But on the pause, the lure -- a shad imitation, hump-backed, the latest addition to Rapala's line of different lures named Shadow Rap -- slowly rises upward.

Other jerk baits suspend on the pause.

Dying shad, like other baitfish, sometimes bust into erratic action.

Then they might quit a moment, catatonic, floating upward.

They might also swim a bit, but shimmering.

The lure’s got those three actions: kicking side-to-side; the dead-fish rise; and the shimmer on the swim.

A largemouth bass or a smallmouth bass, losing its cool, is going to smash the lure on one of those actions.

Fish seem to think dying baitfish are easy prey.

The lure can actually spin around and look backward, after a sharp snap, too.

Two models are available: the shallower-swimming Shadow Rap Shad and the deeper-running Shadow Rap Shad Deep, with a bigger bill.

Both are available in many colors, including the new frosted finish, a muted finish, like on the couple in the photo immediately above.

Rapala's Shadow Rap Series is made up of a bunch of lures in different shapes, sizes and colors that imitate different dying baitfish with "a big kick," the company says, "plus a vertical fade or a vertical rise" and other action.

Maybe the new lure has risen to your attention now.

You'll want to know more.

For details, visit the Shadow Rap Shad webpage.