In a short time Maluma has established himself as one of Latin music‘s biggest superstars. Currently the Colombian singer has 10 videos with over five hundred million views, and five that have exceeded the billion views mark (that’s billion with a B). Now the artist born Juan Luis Londoño Arias in Medellin, Colombia reaches another milestone as he stars in a commercial spot for Michelob ULTRA that aired during this year’s Superbowl. We spoke with Maluma ahead of the historic broadcast to learn his future plans, the keys to his success, and what it means for him to be the only Urban Latin music artist appearing in the biggest television broadcast of the year.

Michelob ULTRA’s new Super Bowl commercial, reinforces the notion that while there’s an abundance of artificial in the world, your beer is one thing that shouldn’t be. With no artificial flavors or colors and only 95 calories and 2.6 carbs, Michelob ULTRA believes being human is about being fit and fun.

The :30 spot follows the story an overachieving robot as it works hard at physical activities like running, golfing, boxing, and indoor cycling. The commercial then showcases a group of real people – including Maluma – enjoying a beer while the robot sadly looks on from outside the bar, making the case that while the robots might be more productive it’s only worth it if you can enjoy the real things in life, like a cold beer with friends.

Besides a sold-out world tour, record setting music videos, and a huge social media following, Maluma is not only popular but also talented. In his short career he has been widely recognized for his musical achievements, winning several major awards, including last year’s Latin Grammy for Best Contemporary Pop Album.

HOMBRE: Congratulations, it’s a huge honor to appear in a Superbowl spot! How do you feel?
Maluma: It’s a commercial that will make history. I think it’s the first time an Urban Latin Music artist has the opportunity to be in the Superbowl. I’m very happy to collaborate with Michelob, it’s a brand that’s aligned to who I am as a person. I feel identified with them so I feel really good about the whole experience.

H: Does the commercial have a message?
M: Well, in the commercial you see the robot that can do things better than a human, but at the end of the day it can’t enjoy a cold beer like us humans can. That’s what makes us different, the ability to feel. We all know that ULTRA is a light beer that only has 95 calories. That’s the main message of the campaign, be real and not artificial.

H: Are you a fan of American football and the Superbowl?
M: I’ve seen it, but my sport is soccer. Of course I know that the Superbowl is the biggest sporting event in the world, and to be there is a dream that has become reality.

H: In this spot you have a major impact without saying a word.
M: Yes, that’s because it’s the appetizer before the main course, and all that is coming this year with Michelob ULTRA. This is the first collaboration we have in this important campaign, and without saying anything we say it all in this spot.

H: So that means that there are other plans for this year with the brand?
M: Yes, this is the first step. We have plans for the rest of the year as we expand our collaboration. The great thing is that we started with the right foot by launching the campaign in the Superbowl.

H: Airing during the Superbowl broadcast makes this a global spot, are there plans to do separate campaigns in Spanish and in English moving forward?
M: No, we’ll always manage a worldwide concept. That’s what’s important in this type of campaign, to carry the Latin culture to the entire world. I feel very happy and proud to represent today’s Latinos. That’s what I want, to continue doing campaigns on a worldwide level, and it’s great to be doing this with such a major brand like Michelob.

H: This brings me to another subject, your music is in Spanish and yet it’s played all over the world, why do you think you and your music have been so widely accepted?
M: I think when you work with love and passion those things happen. I’ve been working for eight years in my musical career and it’s been a beautiful progress and process. Now Latin music and Urban music are dominating the entire world. I feel very proud to be part of this movement. What’s happening with my project, with my life, with my musical career is gigantic, and it’s thanks to this Latin movement that has been going on for several years.

H: Growing up in Colombia, did you imagine you would reach this level of success?
M: I was always a dreamer. I always pictured it. What happened is that it came very fast. I feel very happy, very proud to carry my Colombia to all these different places, to make it the flag for all Latinos.

H: The music is catchy, and people respond, but not every artist with a catchy song can’t be successful, what has made the difference for you?
M: Discipline, hard work, we haven’t stopped working. That has been the key, because there are many people that are born with talent, but without discipline. That has been the difference and the key to my musical success; talent, discipline, hard work, and a great team.

H: What advice can you give to someone that admires you, to find their own success?
M: I say that dreams can become real, but you have to work hard to make them a reality. You have to have consistency, discipline, and work hard like I said a minute ago. I was able to reach my life goals and anyone that sees me or listens to me has to know that they can do it too, as long as they put in the work.

H: What’s the best advice your parents gave you?
M: To have my feet firmly planted on the ground.

H: What do you want viewers to get from this commercial?
M: For Latinos this is a special moment. I’m very proud that I can represent them as part of the Superbowl. I hope they feel that organic connection with the brand the same way I feel it.

H: What’s next?
M: I’m very happy to be a part of the Michelob family. They should expect a lot more. This is only the first thing we do with the company.  Michelob ULTRA is a brand that identifies with all of us, like the commercial says, be real not artificial.