A Los Angeles TV reporter has been roasted by Samuel L Jackson in a toe-curling on-air interview after he mistook the Pulp Fiction and Django Unchained star for Laurence Fishburne.
KTLA entertainment anchor Sam Rubin asked Jackson about a Super Bowl commercial - the only problem was that it was Fishburne not Jackson who starred in the ad for Kia cars.
"What Super Bowl commercial?" said a visibly aghast Jackson. "I'm not Laurence Fishburne."
Leaving Rubin tongue-tied, he went on: "We do not all look alike. We may be all black and famous but we do not all look alike."
Obviously mortified, Rubin desperately tried to get the interview back on track, but Jackson was having none of it, at one point listing other black actors that he isn't.
"You are the entertainment reporter for this station?" he asked the hapless Rubin. "There must be a very short line for your job.
"I'm the other guy," he continued. "There is more than one black actor doing commercials."
Half an hour later Rubin delivered an abject on-air apology for his "very amateur mistake", insisting that he does, in fact, know Samuel L Jackson's identity.
This is not the first time Jackson has been "mistaken" for Fishburne, but at least on that previous occasion he was in on the joke.
A 2005 episode of the Ricky Gervais series Extras featured Jackson as special guest - and a script in which Maggie (Ashley Jensen) humiliates herself by making the same error.
"I like lots of other thing white or black. I like you for example," she tells Jackson. "... I don't normally watch films more than once but the Matrix ... I loved it."
- Fairfax Media