Gen Y, we're just like you. That's the latest theme in tech ad campaigns, including Yahoo and Google's new ads.

The Yahoo anthem ad, which just started airing on television this week, ends with a prominent "It's Y!ou." T-Mobile USA just started pitching its Google MyTouch phone with the tag line "100% you."

It's "you" if you're a member of Generation Y, millennials, people born after 1980. Market research says Gen Y wants everything to be customized to their tastes. They want to consume video when they want on YouTube, on mobile phones and TiVo rather than during regularly scheduled programming. They want news delivered to them through their Facebook friends who share their exact same tastes.

Which isn't all that different from a previous generation that was all about "me," also known as the Baby Boomers.

Microsoft made a more subtle version using "I," it's "I'm a PC" ads.

Here's the Yahoo ad:

Here is the T-Mobile ad, which features Boomers like Whoopi Goldberg and Phil Jackson.

And here is the Microsoft "I'm a PC" ad: