The ManServant Guide to Modern Chivalry
Giving women the language to ask for what they deserve.
The ManServant Guide to Modern Chivalry, published by Simon & Schuster, is the book you give a friend who keeps going on bad dates, or the husband who needs a clue.
After a decade of building the service, we had a database of women’s nonsexual fantasies. The book translated those insights into a modern framework for relationships, reframing chivalry as a shared, co-ed language grounded in respect, agency, and emotional intelligence.
To seed the book, we introduced The New Chivalry, a series of manifesto-style statements rewriting the traditional rules of chivalry. Historically authored by men, these codes lacked women’s input.
Anti-Cat Call Activation:
We brought it to life through a New York City subway poster campaign and an anti–catcall activation, where ManServants whispered empowering affirmations to commuters as they went to work.
We chose illustration as the primary visual language for The ManServant Guide to Modern Chivalry to keep the world aspirational, playful, and accessible. The book also includes interactive elements inspired by the live service, from thoughtful compliments to “ManServant for a day” exercises. These moments invite readers to turn the book into an experience.
On the day of the book’s release, we marked the launch by having ManServants ride the L train at Bedford Avenue throughout the morning commute, reading while practicing small acts of service. It positioned the book less as something to announce and more as something to model in everyday spaces.
Upon release, The ManServant Guide to Modern Chivalry found its place in popular culture as a giftable prescriptive guide passed between friends navigating bad dates, breakups, or weddings.
The book was featured on Watch What Happens Live alongside a ManServant appearance, translating the concept to a mass audience. Retail distribution further reinforced its cultural reach, with prominent placement at Urban Outfitters.
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