If baby's excitement is simply due to a so-hungry-I-just-can't-control-myself state, you may need to watch more closely for signs of early hunger, like finger-sucking and mild fussiness. Learn to feed baby before he's going nuts. Once baby is worked up to a tizzy, it can be tough for him to latch effectively.
If you feel that baby's excitement is due to distractions — because he doesn't want to miss any playtime action, it may help to move to a dark, quiet room to feed him. The lack of cool stuff to look at can help baby focus and stay calm.