Sony and T-Mobile's launch for the flagship Sony Xperia Z smartphone in the Czech Republic was definitely splashy, with supermodels showering in the store.

You read that right - a T-Mobile store in Czech Republic took it a step further to demonstrate the Sony Xperia Z's waterproof capabilities and hired supermodels to take a shower in a completely transparent shower cabin placed right in the store. The supermodels jumped into the shower while using the waterproof device.

Many already heard of the Sony Xperia Z's waterproof capabilities, but few would pass on the offer to see such a demonstration.

In a bid to steal some of the attention away from the HTC One and the upcoming Samsung Galaxy S4, Sony announced and unleashed its new flagship 5-inch 1080p quad-core smartphone ahead of the competition. The handset sports a beautiful, stylish design, a 13.1-megapixel camera and Android 4.1 Jelly Bean, but Sony also made the device waterproof. And, thanks to T-Mobile's marketing campaign, everyone gets to see just how waterproof.

As one can imagine, having a beautiful, sexy model holding the Sony Xperia Z and jumping in a shower drew quite a crowd in front of the T-Mobile store at the official Czech T-Mobile Xperia Z launch. This further demonstrates the power of advertising. One might quickly forget a 20-second TV commercial, but the image of a supermodel showering will stick a bit longer.

The large crowd definitely enjoyed the festivities, and I presume some of them even took a look at the smartphone.

Sony and T-Mobile even thought of the ladies and had a guy model do the same testing of the device under the shower. Again, water dripping on his rock-hard abs was simply meant to show off the all-mighty waterproof power of the Sony Xperia Z.

The U.S. release of the flagship handset is still scarce on details, but more information will likely surface shortly. Could the U.S. release benefit from a similar launch party with showers and supermodels? Let's wait and watch.