KTLA entertainment reporter Sam Rubin was interviewing Jackson about the forthcoming film Robocop when he asked the actor if he had received a lot of reaction to his Super Bowl commercial.
When Jackson asked: "What Super Bowl commercial?" Rubin began to apologise, but It was too late.
In a lengthy but light-hearted dressing down, Jackson let the reporter know it was Fishburne who made the popular commercial for Kia cars.
"We may be all black and famous but we don't all look alike," he said in the video that quickly went viral.
Mr Rubin, who is white, was back on the air 30 minutes later, apologising at length.