Or try to, but don’t ever seem to quite manage it. Part one:

The year was 1996. The Atlanta Olympics were on the horizon, and the braintrust at Coca-Cola were searching for that special sound that would say to Americans: “I’m so glad the Olympics are back and I sure could go for a Coke.” Is it any wonder they turned to Yo La Tengo?

And there’s more where that came from…