Livingston Lures feature Electronic Baitfish Sound Technology, (EBS), which is embedded on a smart chip in the internal sound chamber of each lure. This EBS Technology produces natural biological sounds mimicking baitfish that bass, walleye, pike, redfish, striper, perch and all predatory fish feed on. Natural baitfish sounds call fish from beyond their sight, including in dark or dirty water. Once fish are called and are in sight range, the sounds trigger instinctual survival strikes. The technology is activated when the lure is submerged in water & automatically turns off when out of the water and completely dry. DEEP IMPACT 12 offers a great shad body design that produces a perfect action that no walleye, bass, smallmouth can resist. Instigates predators to strike hard & fast in that 12 foot range.