KTLA reporter Sam Rubin mistakes Samuel L. Jackson for Laurence Fishburne

Oh man – this as painful as it is hilarious to watch.

This morning, while Samuel L. Jackson was chatting on his new movie “RoboCop” this morning with KTLA, Entertainment anchor Sam Rubin decided to ask Jackson about his new Super Bowl commercial.

Only problem –  Sam Jackson did NOT do a Super Bowl commercial this year. Laurence Fishburne did.

While Rubin scrambles to move the interview past his faux pas, Jackson continues to riff on “I’m the other black guy actor” over and over. 

Jackson is actually very funny with his take on the mistake.

Watch the video via TMZ.