You could try to be 'overpig'. Pick him up, wrap Bridge in something - like swaddling a baby - and place him firmly right under your chin, talking in a soft but firm voice all the time. You are in charge, that means, let him know that in a cuddle you are boss because it sounds as though he thinks he is. Let him hear your breathing and voice for a while until he calms down a bit, this may take a bit of time, and then hold him lower down and clean his ears. This is a total mummy thing, you are the 'overpig'.
Once your dominance is established, then move to stroking, playing, singing to him, basically have a fun time with him.
Piggies enjoy being held fairly firmly and when swaddled, they feel safe and secure.
Alternatively, you could accept being 'underpig'. When he comes out for a cuddle give him the options and follow his lead. Give him space to move around, climb over you, basically do what he wants. He will be difficult to pick up the more you do it this way, piggies really don't like being picked up at all so they are more comfortable with that if they see you as 'overpig'.
Whatever you do, reinforce it all the time! A piggie can learn something if it's emotional or repetitous. After that they have a memory span of about ten minutes - ish! One of my piggies is stunningly dim, bless her, but she has learnt that I am overpig and asks for cuddles then stands still to be picked up. This took nearly two years!
Have fun!