sam jackson sam rubin

*Samuel L. Jackson unloaded on a prominent LA reporter this morning after he mistook the actor for Laurence Fishburne – and it all happened on live TV.

Jackson appeared via satellite to plug “RoboCop” when KTLA entertainment anchor Sam Rubin decided to ask him about his new Super Bowl commercial.

Rubin was thinking about Fishburne’s spot for Kia – and Jackson just unleashed.  “We don’t all look alike!” he told Rubin. “I’m the other guy! …There’s more than one black guy doing commercials! I’m the ‘what’s in your wallet’ black guy! And Morgan Freeman is the other credit card black guy.”

Watch below.

But that wasn’t the end of it…

This afternoon, Sam Rubin went after TMZ for the way it reported the story. And TMZ’s Evan wasn’t having it. Watch below.