It could be that he has a headache and needs to do so to relief the pain. Try offering him a hard massage instead. He might just stop for good. When I call my child's name he runs past me, yet when he hears the favourite tune on TV he runs into the room. Perhaps the favourite tune gives him more comfort than being with people.
People are too demanding, loud, unpredictable and so on.
Try singing those tunes yourself and see if he runs to you the same way. Without imagination he wouldn't be able to play at all. That play is only repetitive to us, not the child in question. By playing together you get to invent new ways of playing that are acceptable to both of you. This way your child learns to compromise.