Oddbins hopes to give consumers light relief amid a flurry of emotionally charged festive ads with its Mother Christmas marketing campaign.

Father Christmas’ “jocular and sassy” other half is the new face of Oddbins and is seen taking the helm at the retailer in the run up to Christmas.

Oddbins is advertising the campaign across shop windows, including Mother Christmas’ manifesto for the festive season, which reveals that ‘black is the new red’ and all elves will be replaced by penguins.

Mother Christmas will also take over the retailer’s Twitter account, and offer customers the chance to win bottles of champagne every day through a series of competitions.

Oddbins started the campaign last week announcing that Christmas had been cancelled because Father Christmas had been injured in an “antler-based” accident. But these posters were replaced to reveal Mother Christmas’ takeover.

To bring even more magic to the festive season, Oddbins has also joined forces with magician Tariq Knight to make a series of videos which will shown in store.