
He loves you, he's playful, he has boundless energy that needs channeled and he's a puppy!!
Replace, distract, diffuse this (quite normal) demanding behaviour you don't like with something you do....ask for a trick (sit/ stand/ down) give a reward and treasured toy.
Keep special toys like the plastic washing liquid balls for distraction and watch him diffuse his energy, then cuddles and peace.
Hope this works...... there seems to be a cavalier uprising