For brands that do business in markets all over the world, global dissonance is changing politics, culture, and economies.

And for a service that whimsically used the world’s fastest talking man as its primary spokesperson – along with a promise to “absolutely, positively” guarantee the reliability of its performance – FedEx’s newest message has a distinctly more serious (though still upbeat) message:

“Connecting the world has never felt more important,” insists Rajesh Subramaniam, the courier and delivery service company’s evp/chief marketing and communications officer.

“We are living in challenging times. On the one hand, forces like the internet – and FedEx, for that matter – have brought the world closer together, connecting businesses to customers around the world.