When Rapala was creating the Shad Rap, they wanted a lure that would represent a bait fish, that would work at a variety depths. So they considered all of these fancy schmancy lures but then realized they could make something very ordinary to something that's very productive and that how it started. Whats very nice about this lure is that it is meant to go to 15 feet, but the Shad Rap can is that also swim through 2 feet without burying into the sand pretty cool ha. Plus, probably the best feature about the Shad Rap is that it can go very deep but in the same time is very easy to reel in, unlike other lures that go very deep but have to be pulled with as much strength as landing a Muskie.