An entertainment reporter from Los Angeles TV station KTLA, Sam Rubin, was interviewing Samuel L. Jackson.

He confused Jackson with another black actor, Laurence Fishburne.

The reporter asked Monday morning for Jackson's reaction to a Super Bowl commercial with Fishburne, a "Matrix"-inspired ad for Kia.

Jackson, knowing perfectly what happened, let the Rubin have it.

He didn't let up, no matter how many times Rubin tried to change the subject to Jackson's latest project, "RoboCop," which opens this week.

The original Rubin-Jackson interview and Rubin's apology are in the KTLA video below.