Veteran KTLA entertainment reporter Sam Rubin isn't well known in Los Angeles for being particularly good at his job. But mistaking Samuel L. Jackson for Laurence Fishburne during an interview this morning is a new low, even for Rubin.

While interviewing Jackson this morning about his new movie RoboCop, Rubin also asked him about his new Super Bowl commercial. Too bad the Kia commercial stars Fishburne and not Jackson.

A clearly displeased Jackson then laid into Rubin:

See, you're as crazy as the people on Twitter. I'm not Laurence Fishburne! We don't all look alike!

There's loud laughter in the studio as Rubin, flustered, tries to change the subject back to RoboCop. But Jackson won't let him, pressing, "Oh hell no! Really? I'm the other guy."

Jackson continued:

There's more than one black guy doing commercials. I'm the 'what's in your wallet' black guy. He's the car black guy.

An embarrassed Rubin admitted that Jackson was "100% right" regarding the fact that Samuel L. Jackson is not Laurence Fishburne.

Rubin was forced to end the newscast with this apology about his "well-deserved shellacking" for his "very amateur mistake":