http://www.steelshad.com/index.html

it looks like the old heddon sonar.

I have not tried that lure but one that's very similar: Imakatsu Flappin' Sonic

I use them for vertical fishing in the cold months.

Yeah I ran across that in an old Bass Masters magazine and was going to ask about it on here and never did.  I like the idea of bending it and making it swim kind of in a circle on its side like a dying baitfish.  I went to the website and was going to order, but didn't like that I had to buy the kit with every color to get it.  If you figure out how to get just one let me know.