Its a rattle trap type lure. Rat-L-Trap is a brand of lipless crankbaits. Several companies make a lipless crank, Strike King red eye shad, Xcalibur XR50 (no longer made) Booyah Hard Knocker, 6th Sense snatch and many others.
What Derek said. There are even a few silent models, but if you hear anyone say they are throwing a "trap" there is a 90% chance it isn't an actual RatLtrap, there are sooo many now. My personal favorite is still the Booyah which used to be Xcalibur XR 50.
