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LOS ANGELES -- A Los Angeles newscaster has apologized to Samuel L. Jackson for confusing him with Laurence Fishburne.

KTLA entertainment reporter Sam Rubin was interviewing Jackson on Monday about the forthcoming film "Robocop" when he asked the actor if he'd gotten a lot of reaction to his Super Bowl commercial.

When Jackson asked, "What Super Bowl commercial?" Rubin began to apologize.

It was too late.

In a lengthy but lighthearted dressing down, Jackson let the reporter know it was Fishburne who made that popular commercial for Kia automobiles.

"We may be all black and famous but we don't all look alike," he said in the video that quickly went viral.

Rubin, who is white, was back on the air 30 minutes later apologizing at length.