They were using an ordinary freshwater spinner bait. These guys had taken off the skirt and put on their favorite saltwater plastic. They were tearing up the redfish (but they always do on those shows).
After seeing it I made one of my own but haven't had a chance to try it out - I think I forgot where I put it:headknock.
But I'll be sure to make up a couple more. The only thing I noticed is that the lead head needs to be small enough so your plastic will look more realistic and not like its swimming a 1/2 inch behind the lead.
I went in to pickup some decals for the new rods I'm building. There were a few guys buying some rods but nothing in the talk of a new lure. If what you have described is what I'm thinking, I saw Roland Martin use one on TV, caught lots of reds. I thought it was just another spinner bait.