COSTA MESA, Calif. (November 5, 2008) - At ICAST 2008, Lucky Craft released the Kelly J, an innovative, realistic topwater lure, and it has been creating a buzz in the fishing industry ever since.

Kelly J by Kelly Jordon at ICAST 2008

Kelly J Type: Topwater Size: 2-3/4" 70mm Weight: 3/8 oz 10.5g Depth: Surface

Kelly J by TBC Tour Pro / Mitsuo Suzuki

"There have been a lot of topwater lures that have come along and resembled specific baitfish," Jordon said. "I wanted to work with Lucky Craft to create a new, realistic topwater like that, but with some key differences."

The Kelly J has unique characteristics such as its deep profile and props on both the front and back. When fished with short jerks, the props work together to throw water. When simply reeled in, it works much like a buzz bait, according to Jordon.

"With the deep profile and the way the bait sits in the water, it really resembles the profile of any small baitfish, especially bream," Jordon said. "It will throw water and make a lot of commotion on the top without having to move it very far."

Because it is effective all day long, Jordon believes the Kelly J will become a favorite among topwater enthusiasts.

"You can fish this bait any time of day, and it works best in the warmer months from late spring to late summer or early fall," Jordon explained. "It really shines in the shallows where bream are making their nests. There are a lot of big bass in those areas because they feed on the bream. The bait is so natural and the fish just can't resist - they smoke it."

According to the Texas resident, there are several ways to work this topwater bait, but the best is to throw it out, let it pause and give it a couple quick twitches to make sure the props turn and throw water. The goal isn't to move the bait far - maybe 6 to 12 inches at a time.

"You don't really jerk this bait like you would a Pointer or another jerkbait," Jordon said. "It's almost like a pull, but it doesn't require any effort because the props do all the work for you. It's a very easy bait to work."

Another inside tip from Jordon is to play with the pitch of the props. If they are cupped deeper, at more of a slant forward to backward, the bait will come through the water quieter than if the props are flat. The goal is to see what works best in a given situation.

Jordon throws the Kelly J on a medium-action rod, but a longer rod can be used if a long cast is needed. Also, adjust to a shorter rod when around tight overhangs and limbs.

"I generally throw it on a 6 1/2-foot to 7-foot rod with at least 15-pound monofilament or braided line," Jordon added. "I use monofilament because it will float and braid if I'm around some really big fish."

Jordon admitted there are many topwaters on the market to choose from, but he believes the Kelly J will be a favorite among topwater enthusiasts. The new bait is available in several colors, and Jordon said to be looking for new patterns and colors in the near future.