One the most talked-about new items at this year’s ICAST was the 3D Suicide Duck from Savage Gear. It’s just like it sounds: a topwater lure designed to mimic a helpless duckling as it makes a feeble attempt to reach land.

The lure features spinning feet to throw water in all directions as it’s retrieved. Rigged with both top- and bottom-hook configurations, anglers can customize the bait for any fishing situation.

The Suicide Duck can be had in wood duck, yellow duck, and blackbird models. The 4¼-inch model weighs 1 oz.; the 6-inch model, 2¾ oz. MSRP: $16.99 and $19.99 respectively.

The lure was named the Best Hard Lure at ICAST’s annual Best of the Show awards. Industry reps voted among themselves to decide who walked away with the honor. The Suicide Duck won, seemingly to the applause of everyone in attendance.

Like the live ducks waterfowlers used in bygone days to decoy wildfowl into their spreads, bass anglers have long known that the way to land a big bass is, often, to rig up a duckling. Thankfully that technique isn’t in vogue in 2016, but lure companies still recognize the benefits of a tiny “wood duck” on the water.