Entertainment reporter Sam Rubin was interviewing Jackson about his new movie, RoboCop, when he asked the actor about the reaction to his Super Bowl commercial.
The only problem? Jackson didn't do a Super Bowl commercial.
"See, you're as crazy as the people on Twitter! I'm not Laurence Fishburne!" Jackson said, believing Rubin was referencing Kia's Matrix-themed spot, with Fishburne reprising his role from the trilogy. "We don't all look alike!"
Rubin tried to change the subject, but Jackson wouldn't let him off the hook.
"There's more than one black guy doing commercials," he chided. "I'm the 'what's in your wallet' black guy. He's the car black guy."
Later, after the interview ended, Rubin apologized, calling his error a "very amateur mistake," but blamed it on the Captain America 2 -- which Jackson does have a part in -- ad that aired during the game.
Here's Rubin's apology:
And here's the Super Bowl Kia ad: