The automaticity of the semantic processing of words has been questioned because of the reduction of semantic priming when the prime word is processed nonsemantically--for example, in letter search (the prime task effect). In two experiments, prime distractor words produced semantic priming in a subsequent lexical decision task, but with the direction of priming (positive or negative) depending on the prime task. Lexico-semantic tasks produced negative semantic priming, whereas letter search produced positive semantic priming. These results are discussed in terms of task-based inhibition. We argue that, given the results from the distractors, the absence of semantic priming does not indicate an absence of semantic activation but reflects the action of control processes on prepotent responses when less practiced responses are needed.