Can pilots choose runway and landing direction? Pilots normally receive landing clearance for a specific runway assigned by ATC. Absent an emergency, can pilots of commercial flights (depending on the wind conditions for example) choose


a different runway
the landing direction for this runway
or both ?


If no, why not ?
If yes, (and still assuming nothing is wrong with the aircraft) how does the pilot get his wish ? Can (s)he ..


simply choose (i.e. just communicate the choice to ATC, which has to accept it) ?
request it / ask for it (but ATC has the final say) ?
insist on it ? (analogous to "telling ATC you are altering heading for weather")


In the last 2 cases, does the pilot need to name a specific reason ?
Pilots can request a particular runway approach course and landing but in a controlled environment they are at the mercy of ATC. At high traffic (read busy) commercial airports they are unlikely to get their request. As far as I know, shy of an emergency declaration you cannot insist on a non standard runway and expect to get it.   

At a quiet class C or D airport they may very well get what they ask for. I did this a lot during my training at a quiet class D airport. If the winds were favorable to one runway but my instructor wanted to practice cross wind approaches we would request the non standard runway and if no one was around they would often grant it. 



Generally you don't want to fly the non preferred runway if there are windy conditions as landing with a tail wind can be dangerous.