The called program can change its command line by simply overwriting argv like this:
#include <stdlib.h>
#include <string.h>
int main(int argc, char** argv) {
    int arglen = argv[argc-1]+strlen(argv[argc-1])+1 - argv[0];
    memset(argv[0], arglen, 0);
    strncpy(argv[0], "secret-program", arglen-1);
    sleep(100);
}
Testing:
$ ./a.out mySuperPassword & 
$ ps -f
UID        PID  PPID  C STIME TTY          TIME CMD
me       20398 18872  0 11:26 pts/3    00:00:00 bash
me       20633 20398  0 11:34 pts/3    00:00:00 secret-program
me       20645 20398  0 11:34 pts/3    00:00:00 ps -f
$
UPD: I know, it is not completely secure and may cause race conditions, but many programs that accept password from command line do this trick.